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Integriertes Online-Marketing

Integriertes Online-Marketing

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658107536
Condition
New
Product Description

Dieses Buch verbindet anschaulich zahlreiche Aspekte des klassischen Marketings mit den modernen Online-Instrumenten und erlutert die Erfolgskomponenten. Denn: Online-Marketing und E-Commerce spielen fr fast alle Unternehmen zuknftig eine dominierende Rolle. Wie hngen diese Begriffe zusammen, was wollen Kunden und wie muss eine optimale Integration mit dem allgemeinen Marketing und dem stationren Vertrieb erfolgen? Diese und andere Fragen behandelt der Autor zunchst aus einer strategischen Perspektive und stellt die aktuellen und zuknftigen Rahmenbedingungen dar. Die sich anschlieenden taktischen berlegungen verknpfen gngige Marketing-Konzepte mit aktuellen Online-Instrumenten. Letztere werden im dritten Hauptteil aus einer Implementierungssicht betrachtet und praxisnah beschrieben.

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