This essential offers condensed knowledge for all those who need to develop, evaluate and implement communication concepts. This is neither witchcraft nor something for creative minds only. The process is largely standardised and follows a fixed structure. The approach presented in this book covers all crucial analytical, strategic and operational aspects in ten steps, which are described compactly and to the point &ndash, with the aim of a concept suitable for implementation in practice. References to further literature and useful tools offer the possibility of deepening knowledge.