Entwicklungsstand der Integrierten Kommunikation in Unternehmen – Forschungsstand, empirische Befunde, Bewertungsansatz

The communication markets have undergone a dynamic development over the past two decades. A growing differentiation among instruments of communication used in companies makes the necessity of Integrated Communication (IC) increasingly recognisable. However, in science and daily procedures, there is admittedly a deficit in outcome monitoring of communication. This is where the article joins in, not only by aligning itself to impact monitoring. Moreover, the calculation of the level of integration is a measure of the “Developmental Status of Integrated Communication”. Besides researching the success factors, the cause-effect-relationships are identified, too. The EFQM (European Foundation for Quality Management)-Model serves as a sort of “guiding principle” and fundamental idea for further procedures. The success factors for Integrated Communication are determined and combined in a “Model for Communication Excellence by Integrated Communication” based on 72 interviews. This model can be referred to for self assessment of communication in companies, thereby exemplifying the practical part of this report.