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Digital Retail Media: Grundlagen, Strategien, Einsatzfelder
Paperback
Series: Essentials
ISBN13: 9783658525521
Publisher: Springer Gabler
Published: Jul 10 2026
Pages: 45
Weight: 0.17
Height: 0.12 Width: 5.83 Depth: 8.27
Language: German
Dieses essential bietet einen kompakten Überblick über Digital Retail Media (DRM) als datengetriebenes Werbesystem von Handelsunternehmen. Markenhersteller können damit auf Online-Marktplätzen und in den Shops von Retailern (z. B. Amazon, Kaufland, Otto oder Edeka) für Produkte und Marken werben - nah am Suchverhalten der Zielgruppen und direkt am Online- bzw. Offline-Point-of-Sale.
Gleichzeitig verändert DRM die Beziehung zwischen Herstellern und Händlern grundlegend. Das Buch beleuchtet das komplexe Ökosystem DRM mit seinen spezifischen Akteuren, konstituierenden Komponenten, crossmedialen Verknüpfungen, technischen Prozessen und digitalem Werbeinventar sowie seine strategische Bedeutung im Handelsmarketing.
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