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Hyper-Personalization: Strategien, Potenziale Und Anwendungen Für Eine Personalisierte Kundenansprache
Paperback
Series: Praxiswissen Marketing - Arbeitsgemeinschaft Für Marketing
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ISBN13: 9783658516345
Publisher: Springer Gabler
Published: Jun 6 2026
Pages: 142
Weight: 0.43
Height: 0.34 Width: 5.83 Depth: 8.27
Language: German
Die elfte Ausgabe der Reihe PraxisWissen Marketing widmet sich einem der dynamischsten Felder der modernen Kundenansprache. Der Band zeigt, wie künstliche Intelligenz und Echtzeitdaten es Unternehmen ermöglichen, Inhalte, Angebote und Interaktionen weit über die klassische Segmentierung hinaus individuell zuzuschneiden. Wissenschaftlich fundiert verbindet das Buch neueste Erkenntnisse der Marketingforschung mit praxisnahen Anwendungen - von immersiven XR-Erlebnissen über KI-gestützte Finanzservices bis hin zu personalisierter Change- und Employer-Kommunikation. Damit bietet es Entscheidungsträgern, Marketingverantwortlichen und Forschenden einen umfassenden Überblick über die Chancen, Potenziale und Herausforderungen hyperpersonalisierter Wertschöpfung.
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