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2022 | OriginalPaper | Chapter

1. Why a Marketing Perspective on Corporate Communication?

Author : Uwe Seebacher

Published in: Reengineering Corporate Communication

Publisher: Springer International Publishing

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Abstract

This chapter introduces the scientific background of the author and explains the reasoning why he was engaged to publish this book. It will be explained if the author really is a marketer or maybe a different matter expert. In this context, the chapter discusses and elaborates on methods and structural sciences as an underlying theoretical basis and construct for the development of this reengineering corporation communication approach. Also, the bigger context is discussed referencing the economic waves model by Russian scientist Kondratieff.

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Title: Why a Marketing Perspective on Corporate Communication?
Author: Uwe Seebacher
Publisher: Springer International Publishing
Book: Reengineering Corporate Communication
Print ISBN: 978-3-031-03837-2

Electronic ISBN: 978-3-031-03838-9

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-031-03838-9_1