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Autorenporträt
Bernd W. Wirtz holds the Chair of Information and Communication Management at the German University of Administrative Sciences Speyer, Germany.
Inhaltsangabe
Part I: Introduction to Multichannel Marketing.- 1. Introduction to Multichannel Marketing.- Part II: Basics of Multichannel Marketing.- 2. Introduction to the Basics of Multichannel Marketing.- 3. Development of Multichannel Marketing.- 4. Actors, Structures, and Relationships.- 5. Framework Conditions of Multichannel Marketing.- 6. Goal System and Challenges of Multichannel Marketing.- 7. Theoretical Foundations of Multichannel Marketing.- Part III: Information Technology Basics of Multichannel Marketing.- 8. Introduction to the Information Technology Basics of Multichannel Marketing.- 9. Information Management and Business Intelligence.- 10. Internet Communication and Human-Machine Applications.- 11. Digital Payment Systems and Security in Multichannel Marketing.- 12. Internet of Things.- 13. Artificial Intelligence and Quantum Computing.- 14. Big Data, Cloud Computing, and Blockchain Technology.- 15. Digital Automation and Robotics.- Part IV: Strategic Multichannel Marketing.- 16. Introduction to Strategic Multichannel Marketing.- 17. Analysis of the Strategic Company Situation.- 18. Market Segmentation in Multichannel Marketing.- 19. Strategy Definition in Multichannel Marketing.- 20. Design of the Multichannel System.- Part V: Operational Multichannel Marketing.- 21. Introduction to Operational Multichannel Marketing.- 22. Pricing and Conditions Policy.- 23. Product Policy.- 24. Communication Policy.- 25. Distribution Policy.- 26. Case Study Otto Group. Part Vi: Coordination of Multichannel Marketing.- 27. Introduction to the Coordination of Multichannel Marketing.- 28. Efficient Consumer Response (ECR) in Multichannel Marketing.- 29. Channel Relationship Management.- 30. Digital Platforms and Sharing Economy.- 31. Digital Ecosystem, Disintermediation, and Disruption.- 32. Organizational Management of Multichannel Marketing.- Part VII: Controlling of Multichannel Marketing.- 33. Auditing and Evaluation of Multichannel Marketing.- 34. Cost and Profitability Analysis.
Part I: Introduction to Multichannel Marketing.- 1. Introduction to Multichannel Marketing.- Part II: Basics of Multichannel Marketing.- 2. Introduction to the Basics of Multichannel Marketing.- 3. Development of Multichannel Marketing.- 4. Actors, Structures, and Relationships.- 5. Framework Conditions of Multichannel Marketing.- 6. Goal System and Challenges of Multichannel Marketing.- 7. Theoretical Foundations of Multichannel Marketing.- Part III: Information Technology Basics of Multichannel Marketing.- 8. Introduction to the Information Technology Basics of Multichannel Marketing.- 9. Information Management and Business Intelligence.- 10. Internet Communication and Human-Machine Applications.- 11. Digital Payment Systems and Security in Multichannel Marketing.- 12. Internet of Things.- 13. Artificial Intelligence and Quantum Computing.- 14. Big Data, Cloud Computing, and Blockchain Technology.- 15. Digital Automation and Robotics.- Part IV: Strategic Multichannel Marketing.- 16. Introduction to Strategic Multichannel Marketing.- 17. Analysis of the Strategic Company Situation.- 18. Market Segmentation in Multichannel Marketing.- 19. Strategy Definition in Multichannel Marketing.- 20. Design of the Multichannel System.- Part V: Operational Multichannel Marketing.- 21. Introduction to Operational Multichannel Marketing.- 22. Pricing and Conditions Policy.- 23. Product Policy.- 24. Communication Policy.- 25. Distribution Policy.- 26. Case Study Otto Group. Part Vi: Coordination of Multichannel Marketing.- 27. Introduction to the Coordination of Multichannel Marketing.- 28. Efficient Consumer Response (ECR) in Multichannel Marketing.- 29. Channel Relationship Management.- 30. Digital Platforms and Sharing Economy.- 31. Digital Ecosystem, Disintermediation, and Disruption.- 32. Organizational Management of Multichannel Marketing.- Part VII: Controlling of Multichannel Marketing.- 33. Auditing and Evaluation of Multichannel Marketing.- 34. Cost and Profitability Analysis.
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