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Marketingtechnologien: Innovative Unternehmenspraxis: Insights, Strategien Und Impulse by Gabriele Schuster

Marketingtechnologien: Innovative Unternehmenspraxis: Insights, Strategien Und Impulse

by Gabriele Schuster , Bernhard Wecke
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Book cover type: Paperback
  • ISBN13: 9783658422936
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 316
  • Original Price: EUR 51.39
  • Language: German
  • Edition: 1. Aufl. 2023
  • Item Weight: 536 grams
  • BISAC Subject(s): Marketing / General

Dieses Buch gibt einen �berblick zu dem sich rasant wandelnden Feld der Marketingtechnologien. Zahlreiche Expert: innen aus Wissenschaft und Praxis liefern Insights in alle wichtigen Dimensionen des Themas: Kund: innen, Technologien, Daten, Mitarbeitende, Organisationen und Recht. Sie geben wissenschaftlich fundierte und praxisrelevante Orientierung zu Einsatzm�glichkeiten sowie Potenzialen von Marketingtechnologien und zeigen auf, wie ein auf Daten und K�nstlicher Intelligenz basierender Managementansatz auf allen Unternehmensebenen implementiert werden kann. Interviews mit Entscheider: innen liefern erste Erkenntnisse aus konkreten Projekten.

Mit Beitr�gen von:

  • Prof. Dr. Boris Alexander Becker
  • Thomas Bigliel
  • Msc Kathrin Bl�mer
  • Prof. Dr. Claudia B�nte
  • Univ.-Prof. Dr. Beate Cesinger
  • Cornelia Ferner
  • Andrea Hansen
  • Prof. Dr. Sonja Klose
  • Prof.Dr. Ralf T. Kreutzer
  • Prof. Dr. Sibylle Kunz
  • BA, MA, Shirin La Garde
  • Prof. Dr. Wilfried Lange
  • Malte Lange
  • Prof. (FH) Dr. Eva Lienbacher
  • Prof. Dr. Tobias Naujoks
  • Karyna Neumann
  • Dr. Kathrin Neum�ller
  • Prof. Dr. Florian Riedm�ller
  • Prof. Dr. Alexander R�hle
  • Dr. Martino Saracino
  • Prof. Dr. Franziska Schr�ter
  • BA, MA Victoria Schulte
  • Prof. Dr. Benjamin Schulte
  • Prof. Dr. Carsten Skerra
  • Prof. Dr. habil. Thorsten S�hlsen
  • Prof. (FH) Dr. Katja Wiedemann
  • Prof. (FH) Dr. Robert Zniva
  • Prof. Dr. Tanja Zweigle

Frau Prof. Dr. Gabriele Schuster ist seit mehreren Jahren Professorin und Fachgebietsleitung für Marketingmanagement an der IU Internationalen Hochschule. Sie war zunächst in Fach- und Führungsfunktionen in verschiedenen Branchen tätig. In ihrer Arbeit als selbstständige Beraterin begleitet sie zahlreiche Projekte und Veränderungsprozesse und unterstützt Führungskräfte und Mitarbeiter durch Coachings, Workshops und Seminare.
Prof. Dr. Bernhard Wecke ist Experte für Marketing und Vertrieb, insbesondere in der digitalen Welt. Er füllte entsprechende Führungspositionen bei Telefónica Deutschland, Capita und zuletzt als Vice President Consumer Marketing bei Unitymedia aus. Seine Leidenschaft sind unternehmensweite Transformationsprozesse. Seit 2022 lehrt und forscht er an der IU Internationale Hochschule im Bereich Marketing mit den Schwerpunkten Marketingtechnologie und Digitalisierung.
Mit Beiträgen von:

  • Prof. Dr. Boris Alexander Becker
  • Thomas Bigliel
  • Msc Kathrin Blömer
  • Prof. Dr. Claudia Bünte
  • Univ.-Prof. Dr. Beate Cesinger
  • Cornelia Ferner
  • Andrea Hansen
  • Prof. Dr. Sonja Klose
  • Prof. Dr. Ralf T. Kreutzer
  • Prof. Dr. Sibylle Kunz
  • BA, MA, Shirin La Garde
  • Prof. Dr. Wilfried Lange
  • Malte Lange
  • Prof. (FH) Dr. Eva Lienbacher
  • Prof. Dr. Tobias Naujoks
  • Karyna Neumann
  • Dr. Kathrin Neumüller
  • Prof. Dr. Florian Riedmüller
  • Prof. Dr. Alexander Rühle
  • Dr. Martino Saracino
  • Prof. Dr. Franziska Schröter
  • BA, MA Victoria Schulte
  • Prof. Dr. Benjamin Schulte
  • Prof. Dr. Carsten Skerra
  • Prof. Dr. habil. Thorsten Sühlsen
  • Prof. (FH) Dr. Katja Wiedemann
  • Prof. (FH) Dr. Robert Zniva
  • Prof. Dr. Tanja Zweigle


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