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Electronic Commerce Und Online-Marketing: Ein Einführendes Lehr- Und Übungsbuch
Hardcover
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ISBN13: 9783662580660
Publisher: Springer Gabler
Published: Dec 16 2019
Pages: 351
Language: German
Die Autoren führen in komprimierter und verständlicher Form in die wichtigsten Bereiche des Electronic Commerce und des Online-Marketing ein. Im Electronic Commerce stehen die wesentlichen Geschäftsmodelle und aktuellen Ansätze im Vordergrund. Im Online-Marketing liegt das Hauptaugenmerk auf den zentralen kommunikations- und distributionspolitischen Instrumenten. Das Buch eignet sich daher als grundlegendes Lehrwerk für betriebswirtschaftliche Studiengänge an Hochschulen. Darüber hinaus ist es aufgrund seiner übersichtlichen Schwerpunktlegung für die berufsbegleitende Weiterbildung und die unternehmerische Praxis geeignet.
Die zweite Auflage wurde überarbeitet und erweitert. Neu sind Abschnitte zum konzeptionellen Rahmen des Online-Marketing. Au erdem wurden Ausführungen zu den Arten und der Auswahl von Affiliates und zu unterschiedlichen Strategieansätzen in sozialen Netzwerken aufgenommen. Auch das Vorgehen bei kontrollierten Online-Experimenten, sogenannten A/B-Tests, wird nun erläutert. Darüber hinaus wurden einhundert Verständnisfragen und viele neue anschauliche Abbildungen aufgenommen.
Der Inhalt
- Digitale Transformation von Geschäftsmodellen und Digital Marketing
- Electronic Commerce
- Online-Marketing
- Online-Marktforschung
- Übungsaufgaben und Lösungsskizzen
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