With the third edition of this award-winning study, one of the central works of German-speaking PR research is once again available. The author develops a theory of integrated corporate communication that brings together insights from communication science, business administration, organizational theory, and public relations sociology using a cohesive, scientifically and socially theoretical foundation. The book models the PR management process and formulates guiding principles for strategic, integrated, and situationally successful corporate communication. The chapter 'Corporate Communication Revisited,' added in the second edition, addresses current discussion areas such as communication controlling and network communication as a new field of action in the age of limitless enterprises. The third edition positions the study within the international discourse on corporate communication with a foreword.