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Auswirkungen der Digitalisierung im Marketing: Eine Expertenstudie

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  • Schmidt, Holger J.
  • Berg, Martina

Abstract

Die digitale Transformation der Wirtschaft ist unübersehbar und betrifft alle Fachdisziplinen. Insbesondere das Marketing, verstanden als Führungskonzeption, muss sich den Veränderungen ganzheitlich stellen. Um die richtigen Stellhebel zu betätigen, ist es allerdings notwendig, diejenigen Bereiche zu identifizieren, in denen der größte Veränderungsbedarf gegeben ist. Die hier vorgestellte Expertenstudie liefert hierzu erste Erkenntnisse. Aufbauend auf den Antworten von 31 Hochschullehrerinnen und Hochschullehrern, die sich in der Arbeitsgemeinschaft für Marketing (AfM) organisieren, werden die Auswirkungen der Digitalisierung auf das Marketing als Unternehmensfunktion, Forschungsdisziplin und Lehrfach dargestellt und interpretiert.

Suggested Citation

  • Schmidt, Holger J. & Berg, Martina, 2018. "Auswirkungen der Digitalisierung im Marketing: Eine Expertenstudie," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 3(01/2018), pages 153-169.
    • Handle: RePEc:zbw:afmpwm:261137
    DOI: 10.15459/95451.26
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    References listed on IDEAS

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    1. Nils Urbach & Frederik Ahlemann, 2016. "IT-Management im Zeitalter der Digitalisierung," Springer Books, Springer, number 978-3-662-52832-7, December.
    2. Ralf T. Kreutzer & Karl-Heinz Land, 2017. "Digitale Markenführung," Springer Books, Springer, number 978-3-658-08547-6, December.
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    Keywords

    Digitalisierung; Marketing;

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