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Internet-Marketing und Electronic Commerce
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Der Einfluss des Internet auf das unternehmerische Marketing und seine Bedeutung fr den Electronic Commerce stehen im Mittelpunkt dieses einfhrenden Lehrbuchs. Wolfgang Fritz zeigt, wie das Internet unser herkmmliches Marketing-Verstndnis verndert und wie es als neues Instrument des Marketing und des marktorientierten Electronic Commerce erfolgreich eingesetzt werden kann. Dabei kommen alle Aspekte des Marketing-Management - die internetbasierte Marketing-Forschung ebenso wie die Planung, Realisation und Kontrolle der Konzeption des Internet-Marketing - zur Sprache. Erfolgreiche Fallbeispiele veranschaulichen die bereits vollzogene Umsetzung in der Praxis.
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