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Computer Based Marketing
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Ein konsequentes und computergesttztes Marketing entwickelt sich mehr und mehr zu einem entscheidenden Wettbewerbsfaktor. Mit dieser Erkenntnis vermittelt das Standardwerk zur Marketinginformatik in 2. Auflage umfassend und bersichtlich kompetente Informationen. Das Anliegen der Herausgeber ist es, mit 75 Beitrgen namhafter Autoren die Ergebnisse intensiver Hochschulforschung der Praxis zur Verfgung zu stellen. Dazu werden die neuesten Erkenntnisse aus den unterschiedlichsten Teilbereichen der Marketinginformatik anschaulich anhand konkreter Projekte beschrieben und Anwendungspotentiale im Marketing aufgezeigt. Derart konzipiert ist dieses Buch ein "Muss" fr jeden innovativ ausgerichteten Entscheidungstrger im Marketing.
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