Digitalisierung im Marketing

Social networks, modern information and communication technologies, new and more direct formats, as well as the digitization of marketing processes, are leading to a shift in thinking in practice. The long-established, classic marketing is being changed and modernized in favor of new approaches. This gives rise to new concepts that enable direct customer engagement and open up new opportunities for promoting products and services. The present volume, which concludes our transfer series 'Practical Knowledge Management', identifies and explains these developments. Individual contributions also showcase best practices developed or applied by innovative companies, vividly illustrating the diverse possibilities.