Das Internet als neues, innovatives Tool im Marketing
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Das Internet als neues, innovatives Tool im Marketing

Das Internet als neues, innovatives Tool im Marketing


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About the Book

Inhaltsangabe: Einleitung: Die Sicherung und der Ausbau strategischer Marktpositionen mit dem Ziel des weiteren Bestehens im Wettbewerb einerseits und der kontinuierlichen Steigerung von Umsatz und Ertrag andererseits verlangen ein stetiges Vorausschauen auf zu erwartende und sich anbahnende Trends, die für Unternehmen und Konsumenten gleichermaßen relevant sein werden. Elektronische Medien wie das Internet, Multimedia und eine sich exponentiell entwickelnde Digitaltechnik stellen in ihrer Verbreitung und steigenden Akzeptanz solche Trends dar. Wer Technologiedynamik und Innovation, und das nicht nur in Bezug auf das Internet, nicht rechtzeitig als künftigen strategischen Erfolgsfaktor begreift, versäumt es, einen dieser zentralen Megatrends für die Unternehmensführung und das Marketing in einen direkten Wettbewerbsvorteil weiterzuentwickeln. Dazu muss insbesondere das Internet eine langfristige Integration in das Marketing erfahren, denn nur so sind seine immensen Potentiale auch in Zukunft für das Marketing nutzbar. Der Auftritt neuer Technologien oder Medien hat in der Vergangenheit zu jeder Zeit für große Aufregung gesorgt und die Lebensgewohnheiten der Menschen grundlegend beeinflusst und verändert. Doch besonders dieses Jahrhundert wurde vom technologischen Wandel maßgeblich geprägt. Die Spanne der Entwicklungen reicht von der industriellen Massenfertigung über die Erde umkreisende Satelliten bis hin zur computergestützten Herstellung von Industrierobotern. In diese Reihe der Umwälzungen stellt sich auch die globale Vernetzung durch das Internet. Seine ca. 50 - 70 Millionen weltweit angeschlossenen Benutzer lassen dieses „Netz der Netze" mehr Daten, Wissen und Informationen beinhalten, als sich irgendein Mensch vorstellen kann. Das bedeutet nachhaltige Veränderungen für Bisheriges, denn in Zukunft wird man nicht nur über das Internet telefonieren, Videoclips oder Musik übertragen und abspielen, sondern sich auch interaktiv durch dreidimensionale virtuelle Wel


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Product Details
  • ISBN-13: 9783838608082
  • Publisher: Diplom.de
  • ISBN-10: 3838608089
  • Publisher Date: 28 Apr 1998


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