Marketing technologies

This book provides an overview of the rapidly changing field of marketing technologies. Numerous experts from science and practice provide insights into all important dimensions of the topic: customers, technologies, data, employees, organizations, and law. They offer scientifically sound and practice-relevant guidance on the possible applications and potential of marketing technologies and demonstrate how a management approach based on data and artificial intelligence can be implemented at all levels of the organization. Interviews with decision-makers provide initial findings from specific projects.

With contributions from:

• Prof. Dr. Boris Alexander Becker
• Thomas Bigliel
• Ms. Kathrin Blömer
• Prof. Dr. Claudia Bünte
• 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 Sü hlsen
• Prof. (FH) Dr. Katja Wiedemann
• Prof. (FH) Dr. Robert Zniva
• Prof. Dr. Tanja Zweigle.