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Hybrider Vertrieb und Smarketing

In: Moderne Unternehmensführung

Author

Listed:
  • Pier Paolo Perrone

    (Frontlegs GmbH)

Abstract

Zusammenfassung Die globale Gesellschaft unterliegt seit der Mitte der 90er-Jahre gleich drei zum Teil parallel verlaufenden technologischen Revolutionen: die digitale Revolution, die seit der Mitte der 90er-Jahre durch die Verfügbarkeit des Internets für eine breite Öffentlichkeit die Lebenswelt verändert; die soziale Revolution, die durch die virale Verbreitung von digitalen sozialen Medien entstanden ist; die mobile Revolution, die beispielsweise Käufern und Verkäufern entscheidungsrelevante Informationen (fast) unabhängig von Ort und Zeit gibt. Diese Revolutionen haben Auswirkungen auf die Anforderungen und Möglichkeiten für Vertrieb und Marketing. Hybrider Vertrieb und Smarketing (eine Kombination aus Sales und Marketing) können hier die Lösung sein.

Suggested Citation

  • Pier Paolo Perrone, 2024. "Hybrider Vertrieb und Smarketing," Springer Books, in: Andreas Kohne (ed.), Moderne Unternehmensführung, pages 135-158, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-43269-0_6
    DOI: 10.1007/978-3-658-43269-0_6
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