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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658293666
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Product Description

Die Grenzen zwischen analog (im Sinne von offline, traditionelle Medien) und digital (im Sinne von online, neue Medien) verschwimmen immer mehr. Davon betroffen sind alle Bereiche der Lebenswelt also auch Arbeiten, Lernen und Konsumieren. Der Begriff Digitalitt eine Wortschpfung aus Digital und Realitt, die vor allem in sozialwissenschaftlichen Kontexten entwickelt wurde setzt an dieser Entwicklung an. Digitalitt stellt den nchsten Schritt, die Weiterentwicklung von Digitalisierung, dar: die Verbindung von Mensch und Technik, die Vernetzung von digital und analog, Tradition und Innovation. Die Autorinnen und Autoren erlutern darum in 14 Beitrgen, dass Digitalitt mehr ist als nur technische Entwicklung und auch keine Abgrenzung meint im Sinne der Verdrngung alter Techniken durch neue, digitale Techniken. Sie zeigen in ihren Beitrgen, dass Digitalitt mit der Suche nach digital-analoger Balance Antworten und Lsungen fr Marketing und Vertrieb bietet. Erfahren Sie, wie Sie digitale Chancen und analoge Potenziale in Marketing und Vertrieb nutzen knnen denn nur so gelingt ein erfolgreicher Wandel in Unternehmen!.

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