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Specialist literature

Publications

Competence for leaders.

Specialist books on internal and external communication, with a wealth of examples and cases from practice.

Available from Compendio Bildungsmedien, Zurich.

Markus Aerni has worked in adult education for over 30 years, among other things as head of advertising and Integrated Communication for the Swiss federal professional examinations for marketing specialists.

For that purpose he wrote several specialist books on behalf of the Swiss Marketing organisation, which are in use at Swiss training institutes.

All three books are published in German.

Grundlagen der Kommunikation für Marketing- und Verkaufsverantwortliche

Grundlagen der Kommunikation für Marketing- und Verkaufsverantwortliche

Markus Aerni · Compendio Bildungsmedien · 2017

Small, medium-sized or large — strategic communication is the ground on which every communication activity stands. This book describes how communication works, and how corporate and marketing communication inward and outward, public relations, corporate identity and a strong company culture are shaped. It sets out to prompt thinking on three questions: what makes our brand unmistakable to the people we want to reach? Which brand strategy do we use to achieve that? And which communication instruments are the relevant ones?

Contents
  • Foundations of communication policy
  • Corporate communication
  • Corporate identity and corporate image
  • Public relations
  • Brand care and brand management
  • Customer relationship management
  • Employee communication
  • Corporate media
  • Working with agencies
View at the publisher
Instrumente der Kommunikation für Marketing- und Verkaufsverantwortliche

Instrumente der Kommunikation für Marketing- und Verkaufsverantwortliche

Markus Aerni · Compendio Bildungsmedien · 2017

This book presents the most common communication instruments, shows where they can be put to use and explains approaches to implementation through examples from practice. It sets out how individual concepts are developed, and the instruments for measuring their effect.

Contents
  • Media advertising
  • Advertising concept
  • Sales promotion
  • Event marketing
  • Trade fairs and exhibitions
  • Sponsorship
  • Dialogue marketing
  • Social media
  • Communication research
View at the publisher
Integrierte Kommunikation

Integrierte Kommunikation

Markus Aerni und Manfred Bruhn · Compendio Bildungsmedien · 2009

The need for Integrated Communication was recognised as early as the 1970s under the name corporate communication, yet it remained largely unfulfilled. The literature on it now fills whole libraries, and over the past thirty years a wide range of conceptions and models has taken shape. This book sets out to give a compact overview of the most important connections, methods and concepts.

Contents
  • Foundations of communication policy
  • Strategic direction of corporate communication
  • Introduction to Integrated Communication
  • Integrated Communication and corporate identity
  • Planning and conception
  • Strategy and concept
  • Using media advertising
  • Using public relations
  • Using sales promotion
  • Using direct and database marketing
  • Using event marketing
  • Using sponsorship
  • Using trade fairs and exhibitions
  • Communication research
  • Working with agencies and the Swiss communication landscape
  • Communication law

Currently not in the publisher’s catalogue.