Effiziente Finanzkommunikation in Printmedien by Mathias Paulokat
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Effiziente Finanzkommunikation in Printmedien

Effiziente Finanzkommunikation in Printmedien


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About the Book

Inhaltsangabe: Aktuelles Vorwort des Autors, Juni 2007: Die Finanzmarktkommunikation stellt heute für börsennotierte Unternehmen mehr denn je eine der wichtigsten Führungsaufgaben dar. Denn die Qualität dieser speziellen Form der Unternehmenskommunikation nimmt unmittelbaren Einfluss auf den Unternehmenswert: Eine Enttäuschung zuvor gebildeter Erwartungen kann zu massiven Kursverlusten führen. Die jährliche Rechnungslegung mit dem üblichen Geschäftsbericht wird mittlerweile zudem stark überlagert durch Halbjahres- und Quartalsberichte sowie kursrelevante Informationen gemäß der Ad-hoc-Publizität. Basierend auf Informationen der Unternehmensführung, den Einschätzungen der Finanzanalysten und gesamtwirtschaftlicher Aussichten bilden die Marktteilnehmer ihre Erwartungen hinsichtlich zukünftiger Gewinn- und Kursentwicklungen. Und diese Erwartungen lösen Handlungen aus: "Kaufen oder Verkaufen." Das "Spiel mit dem Erwartungen" bestimmt somit maßgeblich die Kursentwicklung einer Aktie. Die vorliegende Arbeit grenzt die Finanzmarktkommunikation von den anderen Formen der Unternehmenskommunikation ab und stellt deren besondere Bedeutung, Adressaten, Ziele und Formen heraus. Einen Schwerpunkt nimmt hierbei die Finanzkommunikation gegenüber Printmedien ein, die im Medienmix einen wesentlichen Bestandteil einnehmen. Hier werden alle wichtigen Maßnahmen und Instrumente klar verständlich und unter Berücksichtigung aktueller Tendenzen in der Unternehmensberichterstattung berücksichtigt. Damit ist die Arbeit auch sechs Jahre nach deren Veröffentlichung hochaktuell. Zudem bietet die Arbeit umfangreiche weiterführende Literatur- und Quellenverweise. Die Bedeutung der Arbeit belegt schließlich auch eine weitere Studie, die der Verband deutscher Treasurer unter dem Titel "Finanzmarktkommunikation" im Jahr 2002 vorlegte. Diese Studie orientiert sich in wesentlichen Punkten an den Inhalten der Diplomarbeit und greift zahlreiche Aspekte auf. Einleitung: An den deutschen Kapitalmärk


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Product Details
  • ISBN-13: 9783838646893
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 231 gr
  • ISBN-10: 3838646894
  • Publisher Date: 04 Nov 2001
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Methoden und Maßnahmen zur systematischen Gestaltung der Investor Relations über die Wirtschaftspresse unter besonderer Berücksichtigung aktueller T
  • Width: 148 mm


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