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Internationalisierung mit Inbound Marketing und Marketing Automation stärken

In: Marketing und Sales Automation

Author

Listed:
  • Torsten Herrmann

    (Chain relations)

Abstract

Zusammenfassung Seitdem es E-Book-Reader und Smartphones ermöglichen, digitale Werke auch unterwegs bequem zu konsumieren, ist deren weltweiter Absatz konstant gestiegen. Wie viele andere Branchen muss auch die Buchbranche die Herausforderung der digitalen Revolution meistern. Die Bookwire GmbH aus Frankfurt am Main hat es sich zur Aufgabe gemacht, Verlage bei diesem Wandel zu unterstützen. Als das Unternehmen 2014 in den lateinamerikanischen Markt einstieg, setzte es auf eine Kombination des Inbound-Marketing-Ansatzes mit einem Marketing-Automation-System. Dank dieses Vorgehens gelang es, den Vertrieb trotz des unbekannten Markts mit qualitativen Leads zu versorgen.

Suggested Citation

  • Torsten Herrmann, 2021. "Internationalisierung mit Inbound Marketing und Marketing Automation stärken," Springer Books, in: Uwe Hannig (ed.), Marketing und Sales Automation, edition 2, chapter 19, pages 273-280, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-21688-7_19
    DOI: 10.1007/978-3-658-21688-7_19
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