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Agiles Marketing digitaler Produkte - Fallstudie Mobilfunk

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  • Stehmann, Andreas

Abstract

Im Online-Vertrieb ist es nicht nur möglich, die Verkäufe eigener Produkte laufend zu beobachten; auch Preise, Aktionen und Innovationen des Wettbewerbs können in Echtzeit analysiert werden. Sofern es gelingt, Muster zwischen Angebotsgestaltung und Kaufverhalten zu erkennen, kann der Marketingmix digitaler Produkte dynamisch optimiert werden.

Suggested Citation

  • Stehmann, Andreas, 2017. "Agiles Marketing digitaler Produkte - Fallstudie Mobilfunk," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(3), pages 60-66.
    • Handle: RePEc:zbw:hsgmrs:275915
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    References listed on IDEAS

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    1. Ganguly, Anirban & Nilchiani, Roshanak & Farr, John V., 2009. "Evaluating agility in corporate enterprises," International Journal of Production Economics, Elsevier, vol. 118(2), pages 410-423, April.
    2. Roberts, Nicholas & Grover, Varun, 2012. "Investigating firm's customer agility and firm performance: The importance of aligning sense and respond capabilities," Journal of Business Research, Elsevier, vol. 65(5), pages 579-585.
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