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Multimediale Teleprsenz im Marketing
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Viele Unternehmen setzen schon heute die multimediale Teleprsenz in Form von Videokonferenzen ein. In Zukunft ermglichen die Innovationen in der Telekommunikation neben der teleprsenten Business-to-Business- auch die Business-to-Consumer-Kommunikation. Damit erffnen sich fr das Marketing faszinierende neue Formen der Kundenansprache. Marc Meissner untersucht die zwischenmenschliche Kommunikation als tragende Sule von Organisationen. Anhand zahlreicher praxisrelevanter Beispiele zeigt er Ansatzpunkte des Einsatzes der Teleprsenz im Integrierten Marketing auf und analysiert - basierend auf einer Befragung von Automobilherstellern und -zulieferern - seine Determinanten und Wirkungen in Unternehmen. Abschlieend prsentiert der Autor Handlungsempfehlungen fr das Management der multimedialen Teleprsenz.
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