Download Digitale Revolution: Auswirkungen auf das Marketing by Ralf T. Kreutzer PDF

By Ralf T. Kreutzer

Ralf T. Kreutzer stellt dar, was once unter dem Begriff Gartner Hype Cycle verstanden wird und welche Technologien für die zukünftigen Herausforderungen an das advertising von besonderer Bedeutung sind. Der Autor analysiert das Themenfeld huge information, die Veränderungen des Kundenverhaltens sowie die steigende Bedeutung von Kooperationen und zeigt auf, wie intestine sich CMOs auf diese Herausforderungen vorbereitet fühlen. Ein Ausblick auf zukünftige Entwicklungen rundet das crucial ab.

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2011). pdf. Gartner. (2012). Gartner’s 2012 hype cycle for emerging technologies identifies „Tipping Point“ Technologies that will unlock long-awaited technology scenarios. id=2124315. Zugegriffen: 12. Sept. 2012. Gartner. (2013). 2013). com/newsroom/id/2575515. Zugegriffen: 12. Sept. 2012. Go-Globe. (2012). Homepage. com. Zugegriffen: 4. Okt. 2012. , & Postinett, A. (2012). Es geht nur miteinander. Handelsblatt, 54. IBM. (2011). Von Herausforderungen zu Chancen, Ergebnisse der Global Chief Marketing Officer (CMO) Study.

Zeigt, wie der Kaufentscheidungsprozess zunehmend von der digitalen Revolution beeinflusst wird und bestehende Modelle der Customer Journey erweitert werden müssen. • Erläutert dynamische Informationsstrukturen und deren Nutzbarkeit zur Schaffung von Mehrwert für Kunden. • Demonstriert die durch die hohe, weltweite Informationsdichte hervorgerufene Notwendigkeit zur Kooperation sowohl von Unternehmen untereinander, als auch mit den Kunden und ebenfalls im Innenbereich des Unternehmens selbst.

Und 63 % fühlen sich auch auf die Veränderungen des Konsumentenverhaltens nicht gut vorbereitet. Aber wie können in Unternehmen die erforderlichen Veränderungsprozesse angestoßen werden, wenn die Top-Vertreter ihrer Gattung – hier die CMOs – sich dem Thema selbst nicht gewachsen sehen? Gerade bei den oben genannten größten Herausforderungen bescheinigen sich die CMOs selbst größte Defizite. Aus meiner Sicht ist dies eine ehrliche, aber auch eine beängstigende Bestandsaufnahme. Sie ruft nach Lösungen, nach Ideen, nach Informationen, um im bevorstehenden bzw.

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