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Grundlagen: Begriffe, Ziele, Erfolgsfaktoren und organisatorische Verortung

In: Praxisguide App-Marketing

Author

Listed:
  • Atilla Wohllebe

    (Fachhochschule Wedel)

Abstract

Zusammenfassung Zu den Grundlagen des App-Marketings gehört ein umfassendes Begriffsverständnis, welches die Akquise von Nutzern genau wie deren Bindung und Monetarisierung einschließt. Insofern muss das App-Marketing im Marketing-Mix neben Promotion auch Place, Price und insbesondere Product bedienen. Hieraus ergibt sich der Blick auf das App-Marketing als Schnittstellenfunktion zwischen Marketing, CRM und Produktentwicklung, sodass dessen Verankerung im Unternehmen in Aufbau- und Ablauforganisation entsprechende Komplexität mit sich bringt. Die einleitenden Erfolgsfaktoren von Apps und die abschließenden ausgewählten Trends und Entwicklungen wie eGovernment, eHealth, Augmented & Virtual Reality und Gamification und ihr Einfluss auf Apps und das App-Marketing runden das Kapitel ab.

Suggested Citation

  • Atilla Wohllebe, 2023. "Grundlagen: Begriffe, Ziele, Erfolgsfaktoren und organisatorische Verortung," Springer Books, in: Praxisguide App-Marketing, chapter 0, pages 7-86, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42981-2_2
    DOI: 10.1007/978-3-658-42981-2_2
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