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Daniel Michelis fhrt in die Grundlagen des Marketing ein und verknpft die klassischen Anstze mit den Entwicklungen im Bereich digitaler Informations- und Kommunikationstechnologien. Der Ausgangspunkt ist das vernderte Zusammenspiel von Angebot und Nachfrage, das auf technologischen Entwicklungen, neuen Formen der Kommunikation und der zunehmenden Vernetzung von Konsumenten basiert. Der Autor beschreibt neue Strategien und Instrumente einer partizipativen Unternehmensfhrung, die klassische Anstze ergnzen oder vollstndig ablsen, um Konsumenten als eigenstndige Akteure zu integrieren.
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