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Digitales Marketing und Management
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Digitales Marketing und Management wird auf Basis eines neuen Bezugsrahmens konzipiert. Dieser Bezugsrahmen integriert mit Omnichannel-Marketing, Co-Creation, Customer Experience und Customer Journey die Kernelemente eines zeitgemen digitalen Marketingansatzes und fhrt sie im Kundenzentierten Marketing als neuem Basiskonzept zusammen. In diesem Zusammenhang werden Topthemen der aktuellen Diskussion zum digitalen Marketing und Management eingeordnet und in den einzelnen Beitrgen vertieft. Die Beitrge basieren auf umfangreichen Forschungsprojekten (Dissertationen) mit ausgeprgten empirischen Studien, in denen die Themen methodisch aufwndig untersucht werden.
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