This book describes the communicative change in the economy. If economics essentially means the
organization of value creation through management in companies or by companies in markets then
the communicative change is driven by the shift in its logic from analytics to communication.
This shift is also the basis of the call-out economy. The logic of companies and markets lies
in the organization of value creation. This value creation was once discussed as autonomous
competencies. This has largely changed. Today value creation occurs in social systems. The
logic of communication does not consist primarily in the transfer of information as was
originally assumed in economics or communication theory. The purpose of communication today is
to organize shared meaning. Communication configures and shape markets also in markets beyond
communication industries. Fashions are a popular example for this. Communication on production
consumption or aesthetics are popular examples as well as brands. Brands mutate from passive
media into active social systems that constantly teach and learn brand values. Brands align
social values which are in the focus of macro marketing with successful micro marketing which
means to address the individual claims of customers.
