Handbook Digital Management
Volume 2: Digital Marketing and Sales
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Beschreibung
This comprehensive reference work explores the digital transformation of marketing and sales, with a particular focus on AI-driven innovation, and illustrates cutting-edge strategies through practical real-world examples.
In 48 contributions, experts from academia and industry examine the evolution of highly digitalized marketing and sales approaches, the applications of artificial intelligence and analytics, as well as other innovative technologies such as augmented reality and blockchain. They provide insights into topics including digital and AI-powered marketing platforms, highly personalized customer journeys, and the use of AI tools in sales.
A valuable compendium for managers, researchers, and students seeking a holistic understanding of marketing, sales, and technology, and aiming to actively shape the future of their commercial activities.
Complementing this volume, Handbook Digital Management, Volume 1: Digital Business Management and Sustainable Transformation, Volume 2: Digital Marketing and Sales.
The Content
- Digital and Sustainable Transformation of Marketing and Communications
- Marketing Automation through AI and Analytics
- Applications of Blockchain and the Immersive Web in Marketing
- Leveraging Digital Platforms, Customer Journeys, and AI-Powered Tools in Sales
The Editors
Prof. Dr. Stefan Detscher is Managing Director of the Digital Business Institute & School at Nürtingen-Geislingen University (HfWU).
Prof. Dr. Michael Hepp is Professor of International Management and Strategy at Furtwangen University (HFU) and Co-Founder and Managing Director of SpeedlaneX, an AI company.
The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.
This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.
This comprehensive reference work explores the digital transformation of marketing and sales, with a particular focus on AI-driven innovation, and illustrates cutting-edge strategies through practical real-world examples.
In 48 contributions, experts from academia and industry examine the evolution of highly digitalized marketing and sales approaches, the applications of artificial intelligence and analytics, as well as other innovative technologies such as augmented reality and blockchain. They provide insights into topics including digital and AI-powered marketing platforms, highly personalized customer journeys, and the use of AI tools in sales.
A valuable compendium for managers, researchers, and students seeking a holistic understanding of marketing, sales, and technology, and aiming to actively shape the future of their commercial activities.
Complementing this volume, Handbook Digital Management, Volume 1: Digital Business Management and Sustainable Transformation, Volume 2: Digital Marketing and Sales.
Future-Ready in a Dynamic Economic Environment Foundations for Successful and Competitive Marketing and Sales Strategies Insightful Contributions from Academia and Industry
Autor*in
Stefan Detscher
Themen in »Handbook Digital Management«
Revolutionizing Sales and Marketing Strategies, Future of Sales Redefining Customer Interactions Agile Marketing and Sales Strategies and Initiatives Mixed Reality and Artificial Intelligence in Sales and Marketing AI Performance and Marketing Strategy Development Dynamic Pricing Purpose-Driven Marketing and Corporate Digital Responsibility Mega Influencers Digitalization of Internal Corporate Communications Marketing Automation through AI and Analytics MarSales Tech Generative AI and the Future of Customer Experience Chatbots and Conversational AI AI-Powered Digital Lead Generation AI-Powered Content Marketing