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Die Digitalisierung der Kommunikation im Mittelstand
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Das essential thematisiert vier zentrale Entwicklungen, die die Praxis und Theorie von Marketing und Unternehmenskommunikation prgen: Marketing 4.0, Mittelstandskommunikation, Marketing-Mix und die Annherung von Marketing und PR, wie sie beispielsweise bei Pokmon Go zu finden ist. Dabei geht es unter anderem um die Notwendigkeit des menschen-zentrierten Marketings und um die Relevanz der Unternehmenskommunikation fr den Mittelstand. Der Autor Jan Lies gibt Impulse fr kleine und mittelstndische Unternehmen, sich mit den Potenzialen der Digitalisierung im Marketing auseinander zu setzen.
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