Internet-Marketing Und Electronic Commerce: Grundlagen - Rahmenbedingungen - Instrumente
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Der Einfluss des Internet auf das unternehmerische Marketing und seine Bedeutung f�r den Electronic Commerce stehen im Mittelpunkt dieses einf�hrenden Lehrbuches.
Wolfgang Fritz zeigt, wie das Internet unser herk�mmliches Marketing-Verst�ndnis ver�ndert und wie es als neues Instrument des Marketing und des marktorientierten Electronic Commerce erfolgreich eingesetzt werden kann. Dabei kommen alle Aspekte des Marketing-Management - die internetbasierte Marketing-Forschung ebenso wie die Planung, Realisation und Kontrolle der Konzeption des Internet-Marketing - zur Sprache. Erfolgreiche Fallbeispiele veranschaulichen die bereits vollzogene Umsetzung in der Praxis.
Professor Dr. Wolfgang Fritz leitet die Abteilung Betriebswirtschaftslehre, insbesondere Marketing, am Institut für Wirtschaftswissenschaften der Technischen Universität Braunschweig und ist Honorarprofessor an der Universität Wien.
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