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Plattformmarketing: Bedeutung, Ansatz, Handlungsfelder

Author

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  • Wissing, Christian

Abstract

Der Erfolg von digitalen Plattformen wie z.B. Uber oder Airbnb beeindruckt. Ihre vergleichsweise neuen Wertschöpfungsprinzipien stellen die traditionellen Marketingkonzepte der hiesigen Massenmärkte in Frage. Ein modernes Marketingverständnis berücksichtigt dies. Jenes soll durch den vorliegenden Artikel ergänzt werden. Ein Marketingkonzept wird vorgestellt, das den Arbeitstitel Plattformmarketing trägt. Es rückt die Arbeitsweise von Plattformen in den Vordergrund der Marketingaktivitäten der involvierten Akteure, um deren Markterfolge zu verbessern.

Suggested Citation

  • Wissing, Christian, 2018. "Plattformmarketing: Bedeutung, Ansatz, Handlungsfelder," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 3(01/2018), pages 19-31.
    • Handle: RePEc:zbw:afmpwm:261128
    DOI: 10.15459/95451.17
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