Digital Marketing

Autor:	Tobias Kollmann
EAN:	9783170370036
eBook Format:	PDF
Sprache:	Deutsch
Produktart:	eBook
Veröffentlichungsdatum:	30.10.2019
Untertitel:	Grundlagen der Absatzpolitik in der Digitalen Wirtschaft
Kategorie:	Wirtschaft
Schlagworte:	Mobile Marketing Net Economy Online-Medien Online Kommunikation Social Media Marketing

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Competition on digital networks and the increasing consumer use of online media have long since been forcing companies to consider strategic and operational measures involving online marketing. This textbook (entitled Online Marketing prior to this new edition) deals with the foundations, functions and mechanisms of sales policy tools that use electronic information technologies. This third edition will deal with new forms of social media marketing (e.g. influencer marketing, live stories, messenger marketing) that are emerging from the comprehensive digitization of the economy. However, other developments such as the General Data Protection Regulation (GDPR), user experience, dynamic pricing, predictive analytics and many other topics as well are also considered.

Prof. Tobias Kollmann holds the Chair of E-Business and E-Entrepreneurship at the University of Duisburg-Essen.