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Home > Business and Economics Books > Business and Management > التخطيط الاستراتيجي الحديث في العلاقات ال
التخطيط الاستراتيجي الحديث في العلاقات ا&#1604

التخطيط الاستراتيجي الحديث في العلاقات ال


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يقدّم كتاب التخطيط الاستراتيجي الحديث في العلاقات العامة مرجعاً علمياً وعملياً متكاملاً يهدف إلى بناء فهم عميق لمفهوم التخطيط الاستراتيجي ودوره المحوري في تطوير أداء إدارات العلاقات العامة في المؤسسات الحديثة. ينطلق الكتاب من تأسيس معرفي يوضح ماهية التخطيط الاستراتيجي وأهميته ومزاياه، ثم ينتقل إلى تحليل أسباب التحول من الأساليب التقليدية إلى المناهج الاستراتيجية المعاصرة التي تتناسب مع بيئة الاتصال المتغيرة والمتسارعة.

يعرض المؤلف نماذج متعددة للتخطيط الاستراتيجي في العلاقات العامة، ويشرح كيفية توظيفها في بناء خطط فعّالة قائمة على البحث والتحليل والقياس. كما يقدّم نموذجاً شاملاً للتخطيط يمر بسلسلة خطوات عملية تبدأ بإعداد الملخص التنفيذي، مروراً بجمع المعلومات وتحليلها، وتحديد الجمهور المستهدف بدقة، ثم صياغة الأهداف الاستراتيجية القابلة للقياس، وبناء الرسائل الاتصالية المناسبة، واختيار الوسائل الاتصالية الأكثر تأثيراً، وصولاً إلى وضع الجداول الزمنية وتحديد الميزانيات وآليات التنفيذ والتقييم.

ويُبرز الكتاب أهمية التفكير الاستراتيجي في إدارة السمعة المؤسسية وبناء العلاقات طويلة الأمد مع الجمهور، مع التركيز على دور البحث العلمي والتحليل البيئي في اتخاذ القرارات الاتصالية. كما يناقش الاتجاهات النظرية في العلاقات العامة الاستراتيجية، ويقارن بين المدارس التقليدية والحديثة في الاتصال المؤسسي، مما يتيح للقارئ رؤية شاملة تجمع بين الجانب الأكاديمي والتطبيقي.

يمثّل هذا الكتاب دليلاً عملياً للمتخصصين والطلاب والمهتمين بالعلاقات العامة والاتصال المؤسسي، حيث يزوّدهم بالأدوات والمنهجيات اللازمة لإعداد وتنفيذ وتقييم الخطط الاستراتيجية بكفاءة، بما يسهم في تحقيق أهداف المؤسسات وتعزيز حضورها وفاعليتها في بيئة تنافسية متنامية.


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Product Details
  • ISBN-13: 9786038264478
  • Publisher: Rushd Bookstore
  • Publisher Imprint: Rushd Bookstore
  • Height: 244 mm
  • No of Pages: 218
  • Returnable: N
  • Returnable: N
  • Weight: 403 gr
  • ISBN-10: 6038264477
  • Publisher Date: 15 May 2021
  • Binding: Paperback
  • Language: Arabic
  • Returnable: N
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 170 mm


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التخطيط الاستراتيجي الحديث في العلاقات ا&#1604
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التخطيط الاستراتيجي الحديث في العلاقات ال
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