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Marketing fr virtuelle Mrkte
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Welche Auswirkungen hat die Entwicklung von Mrkten im Internet auf das unternehmerische Handeln? Welche Konsequenzen und Perspektiven ergeben sich fr neue Marketingstrategien im Konsumgterbereich? Lars Tutt untersucht sowohl Aspekte des strategischen Marketing als auch die klassischen Marketing-Instrumentalbereiche Produkt-, Preis-, Distributions- und Kommunikationspolitik vor dem Hintergrund virtueller Mrkte. Er stellt Grundelemente des Marketing auf traditionellen Mrkten vor und modifiziert diese entsprechend der vernderten Rahmenbedingungen, die das Internet bietet. So entwickelt er ein Basiskonzept des virtuellen Marketing und berprft die Ergebnisse anhand des Online-Buchmarktes in Deutschland.
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