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Marketing-Resilienz und Künstliche Intelligenz

In: Marketing.Neu.Denken

Author

Listed:
  • Goetz Greve

    (Hamburg School of Business Administration)

Abstract

Zusammenfassung Der Beitrag untersucht, wie Künstliche Intelligenz (KI) die Resilienz im Marketing fördern kann. Angesichts der digitalen Transformation und zunehmender Marktunsicherheiten müssen Unternehmen ihre Anpassungsfähigkeit stärken. KI spielt dabei eine zentrale Rolle, indem sie datenbasierte Entscheidungen, Automatisierung und Personalisierung ermöglicht. Der konzeptionelle Rahmen des Beitrags beleuchtet, wie Führung, Organisationsstrukturen und Mitarbeitende erfolgreich in die Integration von KI eingebunden werden können, um eine resiliente Marketingstrategie zu entwickeln. Die Umsetzung dieser Maßnahmen erfordert sowohl technologische als auch kulturelle Anpassungen, um die Wettbewerbsfähigkeit langfristig zu sichern.

Suggested Citation

  • Goetz Greve, 2026. "Marketing-Resilienz und Künstliche Intelligenz," Springer Books, in: Marketing.Neu.Denken, pages 285-311, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49371-4_12
    DOI: 10.1007/978-3-658-49371-4_12
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