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Integriertes Online- und Offline-Channel-Marketing quo vadis

In: Integriertes Online- und Offline-Channel-Marketing

Author

Listed:
  • Kristin Butzer-Strothmann
  • Jean Luca Dökel
  • Justus Funke
  • Maximilian Langfeld

Abstract

Zusammenfassung Auf Basis einer Analyse aktueller Studien sowie einer eigenen qualitativen Untersuchung werden in diesem Beitrag die aktuellen Herausforderungen an ein Integriertes Online- und Offline-Channel-Marketing herausgearbeitet. Dabei steht besonders die Frage nach einer strukturellen Veränderung im Vordergrund. Welche Rolle wird das Offline-Marketing in Zukunft noch spielen? Kann das Online-Marketing alleine für ähnliche Erfolge sorgen oder kann nur die Kombination aus beidem einen wirklichen Marketingerfolg garantieren? Welche Anforderungen stellen die Entwicklungen an die Marketingorganisation und Kompetenzen der Marketer? Welche Bedeutung haben gesellschaftspolitische Trends? Wie kann insgesamt das Online- und Offline-Channel-Marketing so gestaltet werden, dass es den immer anspruchsvolleren Erwartungen der Kunden, aber auch den technischen Entwicklungen gerecht wird?

Suggested Citation

  • Kristin Butzer-Strothmann & Jean Luca Dökel & Justus Funke & Maximilian Langfeld, 2022. "Integriertes Online- und Offline-Channel-Marketing quo vadis," Springer Books, in: Kristin Butzer-Strothmann (ed.), Integriertes Online- und Offline-Channel-Marketing, pages 465-480, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38048-9_22
    DOI: 10.1007/978-3-658-38048-9_22
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