In: Dräger, Marcel ; Kuhnhenn, Martha (Hrsgg.): Sprache in Rede, Gespräch und Kommunikation: linguistisches Wissen in der Kommunikationsberatung. Frankfurt am Main, Peter Lang Edition 2017, pp. 195-212 (Wissen - Kompetenz - Text ; 10) . ISBN 978-3-631-66444-5

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Translation of abstract (English)

In times of globalization and increasing competitive pressure, communicative transparency is essential to profit- making enterprises. As a result, they necessarily employ language as means of multimodal expression and presentation. This paper reflects on the different steps of introducing a communication strategy in a funds issuer, called Habona Invest GmbH. The company administers and sells retail funds, especially new or recently refurbished retail properties or nursery schools in Germany. Furthermore, the paper intensifies the professional dialogue between theoretical research and practical economy by acknowledging that communication is a holistic task.