Marketing Und Innovation in Disruptiven Zeiten by Michael Kleinaltenkamp
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Marketing Und Innovation in Disruptiven Zeiten

Marketing Und Innovation in Disruptiven Zeiten


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About the Book

Dieses Buch beleuchtet zentrale Aspekte und Herausforderungen für Marketing und Innovation in disruptiven Zeiten. Die Digitalisierung und der Technologiefortschritt führen zu strukturellen Veränderungen bei den Marktparteien. So halten immer mehr technologische Innovationen Einzug in den Alltag der Kunden auf Konsum- und Businessmärkten, die deren Verhaltensweisen verändern und neue Marktspielregeln bilden. Insbesondere Informationstechnologien ermöglichen über die Erfassung von Kundendaten und Big-Data-Analysen tiefe Einblicke in die Lebenswelten der Kunden, die den Anbietern dabei helfen, ihre Leistungen optimal an die spezifischen Kundenbedürfnisse anzupassen. Diese innovativen Technologien der Anbieter besitzen eine disruptive Kraft, da sie das Potenzial besitzen, das Beschaffungs- und Nutzungsverhalten der Kunden nachhaltig zu beeinflussen. Aufgrund der Neuheit empfinden die Nachfrager in diesem Zusammenhang aber auch große Unsicherheiten, welche die Adaption und Diffusion der neuen Technologien hemmen und damit zu Nachfrage- und Nutzungslücken führen können. Vor dem Hintergrund der skizzierten strukturellen Veränderungen auf der Kunden- und Anbieterseite, die durch die aktuellen Entwicklungen auf den Weltmärkten noch einen zusätzlichen Schub erhalten, werden in diesem Werk Lösungsansätze für die genannten Herausforderungen aufgezeigt und diskutiert.



About the Author:

Univ.-Professor a.D. Dr. Dr. h.c. Michael Kleinaltenkamp war bis 2020 Inhaber der Professur für Business- und Dienstleistungsmarketing am Marketing-Department der Freien Universität Berlin. In dieser Funktion war er Wissenschaftlicher Leiter des Studiengangs "Executive Master of Business Marketing" an der Freien Universität Berlin.

Lorenz Gabriel ist Wissenschaftlicher Mitarbeiter an der Professur für Marketing, Innovation und Electronic-Business der Universität Trier.

Julian Morgen ist Wissenschaftlicher Mitarbeiter an der Professur für Marketing, Innovation und Electronic-Business der Universität Trier.

Mi Nguyen ist Wissenschaftliche Mitarbeiterin an der Professur für Marketing, Innovation und Electronic-Business der Universität Trier.



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Product Details
  • ISBN-13: 9783658385712
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 234 mm
  • No of Pages: 487
  • Spine Width: 14 mm
  • Width: 160 mm
  • ISBN-10: 3658385715
  • Publisher Date: 21 Jan 2023
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Weight: 1273 gr


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