IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-32789-7_5.html
   My bibliography  Save this book chapter

Summary

In: Marketingkommunikation mit Corporate Architecture

Author

Listed:
  • Michael Kleinjohann

    (ISM International School of Management)

Abstract

Zusammenfassung Schon in den Anfängen der Corporate Architecture von Olivetti oder AEG zeigt sich die Wirkung von Unternehmensarchitektur, die über die der klassischen Marketingkommunikation mit Werbung und Öffentlichkeitsarbeit hinausgeht. Strategisch angelegte und gebaute Corporate Headquarters, Corporate Museen oder Corporate Lands lassen abstrakte Unternehmen begehbar werden, Showrooms, Flagship Stores und Brand Parks den Kontakt mit Produkten und Marken emotional und multisensuell erlebbar werden. Für Unternehmen jedweder Größe bietet sich mit strategisch eingesetzter Corporate Architecture die Chance, neben den eigentlichen architektonischen Funktionen von Unternehmensgebäuden wie Verwalten, Produzieren, Lagern, Beraten, Verkaufen oder Dokumentieren auch mit Mitarbeitern, Konsumenten und Öffentlichkeit zu kommunizieren.

Suggested Citation

  • Michael Kleinjohann, 2021. "Summary," Springer Books, in: Marketingkommunikation mit Corporate Architecture, chapter 5, pages 91-93, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32789-7_5
    DOI: 10.1007/978-3-658-32789-7_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-32789-7_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.