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Electronic Commerce Und Online-Marketing

Electronic Commerce Und Online-Marketing


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About the Book

Die Autoren führen in komprimierter und verständlicher Form in die wichtigsten Bereiche des Electronic Commerce und des Online-Marketing ein. Im Electronic Commerce stehen die wesentlichen Geschäftsmodelle und aktuellen Ansätze im Vordergrund. Im Online-Marketing liegt das Hauptaugenmerk auf den zentralen kommunikations- und distributionspolitischen Instrumenten. Das Buch eignet sich daher als grundlegendes Lehrwerk für betriebswirtschaftliche Studiengänge an Hochschulen. Darüber hinaus ist es aufgrund seiner übersichtlichen Schwerpunktlegung für die berufsbegleitende Weiterbildung und die unternehmerische Praxis geeignet.

Die zweite Auflage wurde überarbeitet und erweitert. Neu sind Abschnitte zum konzeptionellen Rahmen des Online-Marketing. Außerdem wurden Ausführungen zu den Arten und der Auswahl von Affiliates und zu unterschiedlichen Strategieansätzen in sozialen Netzwerken aufgenommen. Auch das Vorgehen bei kontrollierten Online-Experimenten, sogenannten A/B-Tests, wird nun erläutert. Darüber hinaus wurden einhundert Verständnisfragen und viele neue anschauliche Abbildungen aufgenommen.

Der Inhalt

  • Digitale Transformation von Geschäftsmodellen und Digital Marketing
  • Electronic Commerce
  • Online-Marketing
  • Online-Marktforschung
  • Übungsaufgaben und Lösungsskizzen

About the Author:

Univ.-Prof. Dr. Rainer Olbrich ist Inhaber des Lehrstuhls für Betriebswirtschaftslehre, insbesondere Marketing, der FernUniversität in Hagen.

Dr. Carsten D. Schultz ist Habilitand am Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing, der FernUniversität in Hagen.

Dr. Christian Holsing ist Gründer und Geschäftsführer der diginea GmbH, die Mittelständler und Konzerne bei der Digitalen Transformation strategisch und operativ begleitet.


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Product Details
  • ISBN-13: 9783662580660
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Height: 240 mm
  • No of Pages: 351
  • Spine Width: 0 mm
  • Weight: 750 gr
  • ISBN-10: 3662580667
  • Publisher Date: 16 Dec 2019
  • Binding: Mixed media product
  • Language: German
  • Returnable: Y
  • Sub Title: Ein Einführendes Lehr- Und Übungsbuch
  • Width: 168 mm


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