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Innovatives Und Digitales Marketing in Der Praxis

Innovatives Und Digitales Marketing in Der Praxis


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About the Book

Dieses Buch liefert einen Überblick über neue Einsatzmöglichkeiten und Wirkmechanismen von digitalem Marketing. Es gibt vielfältige Impulse und zeigt anhand eines breiten Themenportfolios, welche Strategien sich für die praktische Anwendung in der Wirtschaft eignen. Die Autor: innen, allesamt Hochschuldozierende und praxiserfahrene Marketingexpert: innen, betrachten dabei die Auswirkungen der kontinuierlichen Vernetzung und Digitalisierung im gesamten Marketingprozess - und geben Antworten auf folgende Fragen: Welche Auswirkungen hat die Digitalisierung auf die Kund: innen? Wie emotionalisiert man Kundenbeziehungen und wie sieht eine erfolgreiche Customer Journey aus? Welche Potenziale haben Open Innovation, Growth Hacking, Blockchain und Künstliche Intelligenz im Marketing? Was gilt es bei E-Commerce-Strategien und beim Dynamic Pricing zu beachten? Was ist eine Corporate Digital Responsibility und welche Bedeutung haben Corporate Podcasts? Was müssen Unternehmen in besonderen Segmenten wie im B2B oder auch bei der Zielgruppe 50+ heute beachten? Ein leicht verständliches und praxisnahes Werk, das Marketingverantwortliche in Unternehmen in die Lage versetzt, gezielt dort nachzusteuern, wo sie gerade akuten Bedarf haben.
Mit Beiträgen von:

  • Elisa Dorothee Adam
  • Christoph Albers
  • Prof. Dr. Josef Arweck
  • Prof. Dr. Thomas Bolz
  • Prof. Dr. Georg Bouché
  • Simon Ens
  • Dr. Eva Ghazari-Arndt
  • Prof. Dr. Maik Günther
  • Prof. Dr. Nele Hansen
  • Dr. Natascha Hebestreit
  • Prof. Dr. Claudia Hess
  • Prof. Dr. Dr. Dietmar Janetzko
  • Prof. Dr. Marion Kalteis
  • Prof. Dr. Jan Thido Karlshaus
  • Prof. Dr. Anna Klein
  • Prof. Dr. Ralf Kneuper
  • Prof. Dr. Cordula Kreuzenbeck
  • Prof. Dr. Alexandra Kühte
  • Prof. Dr. Sibylle Kunz
  • Prof. Dr. Rico Manß
  • Prof. Dr. Michaela Moser
  • Prof. Dr. Susanne O'Gorman
  • Prof. Dr. Jochen Panzer
  • Prof. Dr. Sven Pastowski
  • Prof. Dr. Jan Pieper
  • Prof. Dr. Jonas Polfuß
  • Prof. Dr. Katharina-Maria Rehfeld
  • Prof. Dr. Verena Renneberg
  • Prof. Dr. Angela Rohde
  • Prof. Dr. Uta Scheunert
  • Prof. Dr. Daniel Schmid
  • Prof. Dr. Benjamin Krischan Schulte
  • Prof. Dr. Carsten Skerra
  • Prof. Dr. Felix Wölfle
  • Prof. Dr. Lisa-Charlotte Wolter
  • Prof. Dr. Matthias Zeisberg
  • Prof. Dr. Ina zur Oven-Krockhaus
  • Prof. Dr. Tanja Zweigle


About the Author: Prof. Dr. Christian Lucas ist Studiengangleiter für die Studiengänge Marketing-Management und Online-Marketing an der IU Internationale Hochschule und lehrt hier als Professor für Betriebswirtschaftslehre mit Schwerpunkt Marketing. Parallel ist er Geschäftsführender Gesellschafter eines internationalen Fahrservices im Motorsport. Prof. Dr. Gabriele Schuster, Fachgebietsleitung für Marketing-Management an der IU Internationale Hochschule, ist seit mehr als 23 Jahren in der dualen Lehre tätig und hatte Fach- und Führungsfunktionen in verschiedenen Branchen inne. Als selbstständige Beraterin begleitet sie zudem zahlreiche Projekte und unterstützt Führungskräfte und Mitarbeitende durch Coaching, Workshops und Seminare.
Mit Beiträgen von:
  • Elisa Dorothee Adam
  • Christoph Albers
  • Prof. Dr. Josef Arweck
  • Prof. Dr. Thomas Bolz
  • Prof. Dr. Georg Bouché
  • Simon Ens
  • Dr. Eva Ghazari-Arndt
  • Prof. Dr. Maik Günther
  • Prof. Dr. Nele Hansen
  • Dr. Natascha Hebestreit
  • Prof. Dr. Claudia Hess
  • Prof. Dr. Dr. Dietmar Janetzko
  • Prof. Dr. Marion Kalteis
  • Prof. Dr. Jan Thido Karlshaus
  • Prof. Dr. Anna Klein
  • Prof. Dr. Ralf Kneuper
  • Prof. Dr. Cordula Kreuzenbeck
  • Prof. Dr. Alexandra Kühte
  • Prof. Dr. Sibylle Kunz
  • Prof. Dr. Rico Manß
  • Prof. Dr. Michaela Moser
  • Prof. Dr. Susanne O'Gorman
  • Prof. Dr. Jochen Panzer
  • Prof. Dr. Sven Pastowski
  • Prof. Dr. Jan Pieper
  • Prof. Dr. Jonas Polfuß
  • Prof. Dr. Katharina-Maria Rehfeld
  • Prof. Dr. Verena Renneberg
  • Prof. Dr. Angela Rohde
  • Prof. Dr. Uta Scheunert
  • Prof. Dr. Daniel Schmid
  • Prof. Dr. Benjamin Krischan Schulte
  • Prof. Dr. Carsten Skerra
  • Prof. Dr. Felix Wölfle
  • Prof. Dr. Lisa-Charlotte Wolter
  • Prof. Dr. Matthias Zeisberg
  • Prof. Dr. Ina zur Oven-Krockhaus
  • Prof. Dr. Tanja Zweigle


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Product Details
  • ISBN-13: 9783658382094
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 244 mm
  • No of Pages: 513
  • Spine Width: 28 mm
  • Weight: 915 gr
  • ISBN-10: 3658382090
  • Publisher Date: 02 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Insights, Strategien Und Impulse Für Unternehmen
  • Width: 170 mm


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