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Verkaufschance Web 2.0

Verkaufschance Web 2.0


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About the Book

Was ist Web 2.0 und was bedeutet es für mein Unternehmen? Diese Frage beschäftigt derzeit die Verantwortlichen in Vertrieb und Marketing fast aller Branchen. Denn die traditionelle Rollenaufteilung Anbieter - Konsument trifft so nicht mehr zu. Kunden entscheiden zunehmend über Inhalte, übernehmen einen Teil des Marketing, steuern den Verkaufsprozess mit, kommunizieren mit anderen Kunden und werden zu Meinungsbildnern.

Martin Knappe und Alexander Kracklauer beschreiben in diesem Buch leicht verständlich und praxisnah, welchen Chancen und Risiken Web 2.0 für Marketing und Vertrieb birgt. Sie zeigen die kritischen Veränderungen in allen Phasen des Kaufentscheidungsprozesses auf, beschreiben innovative Geschäftsmodelle und liefern konkrete Empfehlungen, wie man die Tools des Web 2.0 professionell nutzt.


About the Author: Prof. Dr. Alexander Kracklauer ist Professor für Marketing und Vertriebsmanagement an der FH Neu-Ulm und Leiter des Kompetenzzentrums Marketing & Sales. Davor war er sieben Jahre im internationalen Vertriebs- und Markenmanagement bei Procter & Gamble tätig. Er ist Gründungspartner der Kracklauer und Pätzmann Marken- und Vertriebsberatung GmbH.

Martin Knappe, Dipl. Informationswirt, berät und betreut Unternehmen bei der Entwicklung und Umsetzung von Marketing- und Online-Kommunikationskonzepten. Unter seiner Betreuung entstand unter anderem der BMW Player, der beim Deutschen Dialogmarketing-Preis 2006 mit der Silbermedaille in der Kategorie Digitale Medien ausgezeichnet wurde.


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Product Details
  • ISBN-13: 9783834906311
  • Publisher: Gabler Verlag
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Spine Width: 11 mm
  • Weight: 476 gr
  • ISBN-10: 383490631X
  • Publisher Date: 15 Aug 2007
  • Height: 234 mm
  • No of Pages: 164
  • Series Title: German
  • Sub Title: Dialoge Fördern, Absätze Steigern, Neue Märkte Erschließen
  • Width: 156 mm


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