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Ralf T. Kreutzer stellt dar, was unter dem Begriff Gartner Hype Cycle verstanden wird und welche Technologien fr die zuknftigen Herausforderungen an das Marketing von besonderer Bedeutung sind. Der Autor analysiert das Themenfeld Big Data, die Vernderungen des Kundenverhaltens sowie die steigende Bedeutung von Kooperationen und zeigt auf, wie gut sich CMOs auf diese Herausforderungen vorbereitet fhlen. Ein Ausblick auf zuknftige Entwicklungen rundet das Essential ab.
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