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Strategie und Ziele von Corporate Architecture

In: Marketingkommunikation mit Corporate Architecture

Author

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  • Michael Kleinjohann

    (ISM International School of Management)

Abstract

Zusammenfassung Prioritäres Ziel einer strategisch geplanten und gebauten Corporate Architecture ist es, eine Deckungsgleichheit von Inhalt mit Abbild bzw. von der Corporate Identity des Unternehmens mit der Architektur des Unternehmens als dreidimensionale Kommunikation des Unternehmens herzustellen. Dabei folgt die Corporate Architecture den grundsätzlichen Kommunikationszielen im Marketingmix für Unternehmen, Marken, Produkte und Dienstleistungen:

Suggested Citation

  • Michael Kleinjohann, 2021. "Strategie und Ziele von Corporate Architecture," Springer Books, in: Marketingkommunikation mit Corporate Architecture, chapter 2, pages 23-26, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32789-7_2
    DOI: 10.1007/978-3-658-32789-7_2
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