£48.68

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£49 today · all-time low £49 (Sep 2026) · usually the usual

VS Verlag für Sozialwissenschaften Werbung statt Waffen: Wie Strategische Außenkommunikation die Außenpolitik verändert

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Description

Staaten nutzen heute Instrumente der PR und des Marketing, um international ein positives Image aufzubauen. Nicht nur punktuell, sondern ständig und in Form einer integrierten und strategisch angelegten Kommunikation. Anna Schwan erklärt und analysiert diese Strategische Außenkommunikation von Staaten systematisch. Die bisherigen Forschungsergebnisse zur Außenkommunikation, von Nation Branding und Public Diplomacy über Theorien der Mediatisierung von Außenpolitik bis zur Nationalismusforschung bilden dazu den theoretischen Hintergrund. Die Autorin extrahiert Erfolgskriterien und gibt konkrete Handlungsempfehlungen für die Praxis. Sie etabliert so ein umfassendes Verständnis für diese neue Kommunikationsform.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
01 April 2011
Listed Since
03 May 2010

Barcode

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