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Marketingkommunikation mit der Generation Z
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Die Generation Z unterscheidet sich von den vorhergehenden Generationen in Werten, Einstellungen und Verhalten wie kaum eine andere. Als Digital Natives ist sie always on aufgewachsen; klassische Kommunikationsmittel sprechen diese neue Zielgruppe nicht mehr so wirkungsvoll an wie die vorigen Generationen. Unternehmen stehen damit vor der Herausforderung, sich auf der Customer Journey dieser heranwachsenden Zielgruppe alternativ zu positionieren. Dieses essential gibt einen berblick ber die Einflussfaktoren, Werte, Bedrfnisse und Charakteristika der Generation Z, zeigt Erfolgsfaktoren in der Ansprache der Gen Z auf und gibt praktische Handlungsempfehlungen fr das Marketing fr diese digital geprgte Konsumentengruppe.
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