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....

Frontmatter -- Contents -- Digital Economy in the 21 Century: An Introduction to the Institutional Approach -- Part I: The Scientific Concept of the Digital Economy in the 21st Century -- 1 Digital Economy as a Modern Type of Economic System -- 2 “Digitalization”- Overcoming Institutional...

Frontmatter -- Vorwort -- Inhalt -- 1. Thematische und begriffliche Grundlegung -- 2. Segmentierung – Optimierung des Kundennutzens -- 3. Positionierung – Optimierung des Kundenvorteils -- 4. Kommunikation – Optimierung der Kundenwahrnehmung -- 5. Vertrieb – Optimierung der Kundennähe...

Digital platforms controlled by Alibaba, Alphabet, Amazon, Facebook, Netflix, Tencent and Uber have transformed not only the ways we do business, but also the very nature of people's everyday lives. It is of vital importance that we understand the economic principles governing how these...