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Einsatzfelder von Corporate Architecture

In: Marketingkommunikation mit Corporate Architecture

Author

Listed:
  • Michael Kleinjohann

    (ISM International School of Management)

Abstract

Zusammenfassung Nicht immer sind einzelne Einsatzfelder von realisierter Unternehmensarchitektur systematisch, klar und trennscharf darzustellen, da häufig funktions- oder konzeptbedingt die Corporate Architecture in der Praxis mehrere Gebäudearten oder Raumkonzepte miteinander verbindet und unter einem Dach oder an einem Standort vereint. Aus der Perspektive von Marketingkommunikation, die Corporate Architecture strategisch für gezielte wirtschaftlich orientierte Management- und Marketingaktivitäten einsetzt, werden im Folgenden die Beispiele entsprechend ihrer unternehmerischen Funktionen als Managementzentrale, Verkaufsstores und Showrooms, Produktions- und Lagerstätten, Museen, Markenerlebnisparks oder Hotels und Gastronomiebetriebe dargestellt.

Suggested Citation

  • Michael Kleinjohann, 2021. "Einsatzfelder von Corporate Architecture," Springer Books, in: Marketingkommunikation mit Corporate Architecture, chapter 4, pages 47-89, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32789-7_4
    DOI: 10.1007/978-3-658-32789-7_4
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