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Digitale Disruption im Marketing

In: Digitales Management und Marketing

Author

Listed:
  • Stefan Detscher

    (Hochschule für Wirtschaft und Umwelt (HfWU) Nürtingen-Geislingen)

  • Martin Handschuh

    (eco2nomy GmbH)

Abstract

Zusammenfassung Start-ups werden oftmals dafür bewundert, wie wirkungsvoll sie neue, mitunter disruptive Angebote in agiler Weise an den Markt bringen – und das häufig mit sehr begrenzten verfügbaren Ressourcen. Growth Hacking ist eine von Start-ups entwickelte Methode zur agilen Einführung und Vermarktung innovativer Angebote. Ziel ist es, das Wachstum eines Unternehmens durch bestimmte Maßnahmen („Growth Hacks“) zu steigern. Der Beitrag stellt die digitalen Marketing- und Vertriebsansätze, die erfolgreiche Start-ups anwenden, vor und untersucht im Rahmen einer Umfrage deren Anwendungsgrad und Relevanz durch Start-ups und etablierte Unternehmen.

Suggested Citation

  • Stefan Detscher & Martin Handschuh, 2021. "Digitale Disruption im Marketing," Springer Books, in: Stefan Detscher (ed.), Digitales Management und Marketing, chapter 0, pages 231-246, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33731-5_14
    DOI: 10.1007/978-3-658-33731-5_14
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