@phdthesis{Schmidt,
  type      = {Bachelor Thesis},
  author    = {Kai Claus Schmidt},
  title     = {Potential und Management der Social Media in der Business-to-Businesskommunikation am Beispiel der International Rectifier Corp},
  abstract  = {This thesis deals with the possible integration of social media communication in the marketing of the International Rectifier Corporation. The basis for the implementation of the new communication channel is set through a detailed description of basic, theoret ical functions and features of business-to-business communication as well as social media communication. Based on this knowledge the marketing communication of International Rectifier is analyzed and compared to the competitors. The theoretical lessons in combination with the analysis will then be used to develop a competitive and effective social media strategy for International Rectifier.},
  language  = {en}
}