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Digitales Marketing - Erfolgsmodelle Aus Der PRAXIS: Konzepte, Instrumente Und Strategien Im Kontext Der Digitalisierung
Paperback
ISBN13: 9783658261948
Publisher: Springer Gabler
Published: Feb 15 2020
Pages: 448
Weight: 1.62
Height: 0.94 Width: 6.69 Depth: 9.61
Language: German
Dieses praxisorientierte Buch bietet anhand von Best Practices einen umfassenden und branchenübergreifenden Überblick über den aktuellen Stand des Digital Marketings sowie über zukünftige Herausforderungen und Chancen. Denn nur Unternehmen, die im Zuge der Digitalisierung innovative Wege beschreiten, sind in der Lage, langfristig bestehende oder neue Zielgruppen zu gewinnen oder an sich zu binden.
Best-Practice-Beispiele zeigen, wie erfolgreiches Online- und Social-Media-Marketing konzipiert, umgesetzt und bewertet wird. So werden Konzepte und Strategien durch Anschauungsbeispiele verdeutlicht. Auf diese Weise liefert Ihnen dieses Digital-Marketing-Buch viele Ansätze und Impulse, die sowohl renommierte Unternehmen als auch Start-ups umsetzen können.
Ein Leitfaden für Theorie und Praxis
Durch seinen thematischen Schwerpunkt richtetet sich das Werk vorrangig an folgende Zielgruppen:
- Marketing- und Vertriebsexperten, welche die Möglichkeiten des Online-Marketings für ihr Unternehmen nutzen möchten
- Praxisinteressierte Marketers aus der Wissenschaft
- Dozierende sowie Studierende der Betriebswirtschaft mit den Schwerpunkten Marketing, Management, Kommunikation, PR, Wirtschaftspsychologie oder Soziologie
Inhaltlich geben Ihnen die Autoren in diesem Buch zunächst einen Überblick über den aktuellen Stand sowie die Herausforderungen des Digital Marketings. Einen umfassenden Schwerpunkt bilden im Anschluss Fallbeispiele sowie Case Studies aus dem Online-Marketing von verschiedenen Unternehmen und Agenturen. So wird mit Blick auf die Praxis deutlich, wie Konzerne Chancen des digitalen Marketings als Basis für ihre Erfolgsstrategien nutzen. Auf diese Weise überzeugt dieses Buch durch seine abwechslungsreiche Mischung aus Theorie und Praxis des Digital Marketings.
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