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E-Shopping
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Die Zukunft des Handels wird "online" sein: Electronic Shopping ist der Wachstumsmarkt Nummer Eins. Der Internet-Handel mit Endverbrauchern stellt jedoch groe Herausforderungen an das Marketing. Erfolgreiches Electronic Shopping verlangt nicht nur die Abbildung eines Kataloges im Netz als neuen Vertriebskanal, sondern neue Marketing-Instrumente und -Methoden. Electronic-Shopping-Anbieter, d. h. Hersteller, Hndler oder Start-Ups, mssen die Voraussetzungen fr den Absatzerfolg schaffen und ihr Geschft stndig weiterentwickeln: Internet-Marken schaffen, individuelle und interaktive Kundenbeziehungen aufbauen, intelligente Internet-Shops gestalten und mit den neuesten Entwicklungen Schritt halten. Dirk Schneider und Philipp Gerbert bieten mit diesem Buch die richtige Navigationshilfe.
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