IDEAS home Printed from https://ideas.repec.org/a/zbw/afmpwm/261137.html
   My bibliography  Save this article

Auswirkungen der Digitalisierung im Marketing: Eine Expertenstudie

Author

Listed:
  • Schmidt, Holger J.
  • Berg, Martina

Abstract

Die digitale Transformation der Wirtschaft ist unübersehbar und betrifft alle Fachdisziplinen. Insbesondere das Marketing, verstanden als Führungskonzeption, muss sich den Veränderungen ganzheitlich stellen. Um die richtigen Stellhebel zu betätigen, ist es allerdings notwendig, diejenigen Bereiche zu identifizieren, in denen der größte Veränderungsbedarf gegeben ist. Die hier vorgestellte Expertenstudie liefert hierzu erste Erkenntnisse. Aufbauend auf den Antworten von 31 Hochschullehrerinnen und Hochschullehrern, die sich in der Arbeitsgemeinschaft für Marketing (AfM) organisieren, werden die Auswirkungen der Digitalisierung auf das Marketing als Unternehmensfunktion, Forschungsdisziplin und Lehrfach dargestellt und interpretiert.

Suggested Citation

  • Schmidt, Holger J. & Berg, Martina, 2018. "Auswirkungen der Digitalisierung im Marketing: Eine Expertenstudie," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 3(01/2018), pages 153-169.
    • Handle: RePEc:zbw:afmpwm:261137
    DOI: 10.15459/95451.26
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/261137/1/afm-praxiswissen-01-2018-s153-169.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.15459/95451.26?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Nils Urbach & Frederik Ahlemann, 2016. "IT-Management im Zeitalter der Digitalisierung," Springer Books, Springer, number 978-3-662-52832-7, December.
    2. Ralf T. Kreutzer & Karl-Heinz Land, 2017. "Digitale Markenführung," Springer Books, Springer, number 978-3-658-08547-6, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Steffi Haag & Andreas Eckhardt, 2017. "Shadow IT," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 59(6), pages 469-473, December.
    2. Herbert Endres & Stefan Huesig & Robin Pesch, 2022. "Digital innovation management for entrepreneurial ecosystems: services and functionalities as drivers of innovation management software adoption," Review of Managerial Science, Springer, vol. 16(1), pages 135-156, January.
    3. Beier, Michael & Früh, Sebastian, 2020. "Nutzung von Social Media Plattformen durch Schweizer KMU - Eigene Profile und erzielte Reichweiten," EconStor Research Reports 224773, ZBW - Leibniz Information Centre for Economics.
    4. Andreas Kopper & Markus Westner & Susanne Strahringer, 2020. "From Shadow IT to Business-managed IT: a qualitative comparative analysis to determine configurations for successful management of IT by business entities," Information Systems and e-Business Management, Springer, vol. 18(2), pages 209-257, June.
    5. Marco Pister, 2017. "Recognition of Future Trends on time with the Right Evaluation for the Software Industry," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 172-183, July.
    6. Vanessa Hille & Arnd Wiedemann, 2019. "Digitalisierung im Mittelstand - integrativer Steuerungsansatz zur Implementierung einer Digitalisierungsstrategie," ZfKE – Zeitschrift für KMU und Entrepreneurship, Duncker & Humblot, Berlin, vol. 67(2), pages 145-152.
    7. Andreas Kopper & Markus Westner & Susanne Strahringer, 0. "From Shadow IT to Business-managed IT: a qualitative comparative analysis to determine configurations for successful management of IT by business entities," Information Systems and e-Business Management, Springer, vol. 0, pages 1-49.
    8. Christine Legner & Torsten Eymann & Thomas Hess & Christian Matt & Tilo Böhmann & Paul Drews & Alexander Mädche & Nils Urbach & Frederik Ahlemann, 2017. "Digitalization: Opportunity and Challenge for the Business and Information Systems Engineering Community," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 59(4), pages 301-308, August.

    More about this item

    Keywords

    Digitalisierung; Marketing;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:afmpwm:261137. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://arbeitsgemeinschaft.marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.