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Introduction to the Information Technology Basics of Multichannel Marketing

In: Multichannel Marketing

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

This chapter examines the structure of Part III of the textbook. This part covers the technical basics of multichannel marketing. Information management, internet communication and digital payment systems are discussed first. It then analyzes current developments such as the Internet of Things and artificial intelligence. Finally, this part looks at big data, cloud computing, blockchain technology, and digital automation and robotics.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Introduction to the Information Technology Basics of Multichannel Marketing," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 8, pages 123-125, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_8
    DOI: 10.1007/978-3-658-44675-8_8
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