Die digitale Transformation der Wirtschaft betrifft das Marketing als Unternehmensfunktion in mehrfacher Hinsicht. Marketing 4.0 bedeutet in diesem Zusammenhang zunächst, Strategien zu entwickeln, um die Chancen digitaler Kanäle für Unternehmenszwecke optimal zu nutzen. Eine erste spannende...

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Significance and Purpose of This Book -- Review of Prior Research on Corporate Behavior during the Emergence of New Technologies -- History of Japanese Animation Industry and New Technology -- Evaluation of New Technology by Existing Engineers -- Attributes of Engineers with High Receptivity to...

Traditional and Digital Marketing -- Creating Digital Value -- Customer Relationship Management and Digital Tools -- Online Consumer Behaviour -- Social Media and Marketing -- Brand Building in the Digital Age -- Digital Marketing Strategy -- Digital Marketing Tools and Technologies -- Trends in...

Part 1 The mechanical age: from the early years to the 1950s -- Part 2 The 1960s: towards convergence -- Part 3 The electronic and software age: a rapidly evolving landscape -- Part 4 The Digital Age: the changing face of marketing

Chapter 1: The fundamentals of product lifecycle economics -- Chapter 2: Rapid development of an organization -- Chapter 3: Personification of needs as a landmark for creating future goods -- Chapter 4: Evaluation of an organization’s ability to tailoring production to set parameters --...

This textbook introduces readers to digital business from a management standpoint. It provides an overview of the foundations of digital business with basics, activities and success factors, and an analytical view on user behavior. Dedicated chapters on mobile and social media present...