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Kommunikationsparadigma im Wandel - Auf dem Weg zum kommunikativen Ökosystem

Author

Listed:
  • Zerr, Konrad
  • Tropp, Jörg
  • Linxweiler, Richard

Abstract

Die Digitalisierung bietet aus einer kommunikativen Perspektive neue Potenziale, die Effizienz bestehender Kommunikationsprozesse zu verbessern (Optimierung), dafür neue organisatorische Möglichkeiten zu schaffen (Transformation) oder aber bisher nicht dagewesene, Wert schaffende Kommunikationsmodelle (Disruption) zu realisieren. Dieser Beitrag beleuchtet die Herausforderungen und Konsequenzen der Digitalisierung für kommunikative Ökosysteme. Er zeigt anhand digitalisierungsbedingter Veränderungen in zentralen Dimensionen des Managements und Marketingkommunikationsprozesses den resultierenden Paradigmenwechsel auf.

Suggested Citation

  • Zerr, Konrad & Tropp, Jörg & Linxweiler, Richard, 2020. "Kommunikationsparadigma im Wandel - Auf dem Weg zum kommunikativen Ökosystem," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(5), pages 76-83.
    • Handle: RePEc:zbw:hsgmrs:276112
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