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"Rückbesinnung auf das Echte" - Veränderungen im Kundenverhalten, Trends und Herausforderungen in Marketing und Verkauf ab 2021

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  • Reinecke, Sven
  • Renner, Susanna

Abstract

Welche Veränderungen im Kundenverhalten und welche zukünftigen Trends sowie Herausforderungen in Marketing und Verkauf nehmen Marketingführungskräfte im deutschsprachigen Raum wahr? Diese Fragen analysiert eine aktuelle Studie, deren Ergebnisse nachfolgend präsentiert werden. Der Beitrag vermittelt einen Einblick in die Sichtweise von Führungskräften aus Marketing und Verkauf und unterstreicht den verstärkten Handlungsbedarf für die Unternehmenspraxis insbesondere in den Bereichen Digitalisierung, Marketingeffizienz und -agilität, Nachhaltigkeit und Erlebnisorientierung.

Suggested Citation

  • Reinecke, Sven & Renner, Susanna, 2021. ""Rückbesinnung auf das Echte" - Veränderungen im Kundenverhalten, Trends und Herausforderungen in Marketing und Verkauf ab 2021," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(5), pages 52-59.
    • Handle: RePEc:zbw:hsgmrs:276160
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    References listed on IDEAS

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