Michael Heide Kommunikation als Profilierungsvektor zur Etablierung von Marketingstrategien im B2B Pflegesektor

About this book

Communication is far more than the mere exchange of information – it is a key factor in the success of organisations’ positioning and branding. Strategic communication is becoming increasingly important, particularly in the B2B care sector, which is characterised by growing competition, a shortage of skilled workers and increasing market complexity.

This book demonstrates how social economy organisations can use communication strategically as a means of raising their profile to strengthen their market position and achieve sustainable competitive advantages. It provides in-depth insights into the development and implementation of effective marketing strategies and highlights the importance of addressing relevant stakeholders in a targeted manner within the social economy context.

Readers are provided with practical recommendations for action, strategic concepts and scientifically grounded perspectives for successful communication and marketing management in the B2B care sector.

A valuable guide for executives, marketing managers and consultants, as well as for students and researchers in the social economy and in health and care management.