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Generation Smartphone. Digitalisierung des stationären Handels mittels Smartphone by Freudenberg, Milan

Generation Smartphone. Digitalisierung des stationären Handels mittels Smartphone

by Milan Freudenberg
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Book cover type: Paperback
  • ISBN13: 9783954853441
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Igel
  • Publisher Imprint: Igel
  • Publication Date:
  • Pages: 106
  • Original Price: GBP 39.99
  • Language: German
  • Edition: N/A
  • Item Weight: 137 grams
  • BISAC Subject(s): Marketing / General

Seit seiner Einführung im Jahre 1983 hat sich das Mobiltelefon vom Prestigeobjekt rasant zum multifunktionalen Alleskönner für die breite Masse entwickelt und ist mittlerweile ein unverzichtbarer Begleiter. So wischen bereits Kleinkinder mit ihren Fingern über das Smartphone, Musik wird von den Jugendlichen auf dem Schulweg per Spotify-Streaming angehört, Zeitungen durch Online-Nachrichtendienste ersetzt und neuste Infos in Whatsapp-Chat-Gruppen diskutiert. Auch der Handel hat sich im Rahmen der Digitalisierung weiterentwickelt. Mit der Einführung des mobilen Internets spielen Zeit und Raum keine wesentliche Rolle mehr, der Online-Einkauf ist bequem rund um die Uhr möglich. Dies führt auch zu einem gewandelten Konsumentenverhalten. Die vorliegende Studie untersucht die Eigenschaften der Generation Smartphone, erklärt die Hintergründe der Digitalisierung des stationären Handels und leitet daraus Empfehlungen zur erfolgreichen Einbindung des Smartphones in den Handel ab.

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