Marketing-Automation. Evaluierung eines abteilungsübergreifenden Lead-Management-Tools
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Marketing-Automation. Evaluierung eines abteilungsübergreifenden Lead-Management-Tools

Marketing-Automation. Evaluierung eines abteilungsübergreifenden Lead-Management-Tools


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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule Albstadt-Sigmaringen; Sigmaringen (Fakultät Business Science and Management), Veranstaltung: Marketing / Vertrieb, Sprache: Deutsch, Abstract: Die Zielsetzung der Arbeit besteht darin, Antworten zu finden, wie sich Marketing im Zeitalter der Digitalisierung weiterentwickeln kann. Daraus leitet sich die Forschungsfrage ab: "Lassen sich Leads mit Marketing-Automation durch ein Lead-Management-Tool besser qualifizieren?" Abschließend wird eine Handlungsempfehlung für Unternehmen formuliert. Die Welt des Marketings hat sich grundlegend verändert. Ein Blick in die Vergangenheit zeigt die Veränderungen in den letzten Jahrzehnten. Zu Beginn der Marketingära nach dem Zweiten Weltkrieg lag der Schwerpunkt des Marketings auf den Produkten (Marketing 1.0). In der Folge veränderte sich der Fokus des Marketings hin zu den Konsumenten (Marketing 2.0). Seit den 1980er-Jahren rückte der Mensch mit seinem Denken, Handeln und Fühlen in den Vordergrund (Marketing 3.0). Diese drei Phasen prägen das Marketing bis heute. Die heutige Arbeitsweise des Marketings wird von der Digitalisierung bestimmt. Sie verändert das Konsumentenverhalten und damit steht das Marketing vor den Herausforderungen, sich diesen aktuellen Veränderungen anzupassen. Marketing 4.0 ist geprägt durch die zunehmende Konvergenz der Technologien. Eine dieser neuen Chancen ist Marketing-Automation. Das Ziel des heutigen Marketings ist es, die Kunden über die richtigen Kanäle/Medien mit den richtigen Inhalten anzusprechen. Auf Basis der Digitalisierung wird es zukünftig möglich sein, sowohl personalisierte als auch gruppenspezifische Zielgruppenansprachen an potentielle Kunden durchzuführen. Innerhalb des Unternehmens muss das Marketing messbar wer-den, um seinen heutigen Status behaupten zu können.


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Product Details
  • ISBN-13: 9783346326584
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 100
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3346326586
  • Publisher Date: 29 Nov 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 190 gr


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Marketing-Automation. Evaluierung eines abteilungsübergreifenden Lead-Management-Tools
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