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Daniel Michelis führt in die Grundlagen des Marketing ein und verknüpft die klassischen Ansätze mit den Entwicklungen im Bereich digitaler Informations- und Kommunikationstechnologien. Der Ausgangspunkt ist das veränderte Zusammenspiel von Angebot und Nachfrage, das auf technologischen Entwicklungen, neuen Formen der Kommunikation und der zunehmenden Vernetzung von Konsumenten basiert. Der Autor beschreibt neue Strategien und Instrumente einer partizipativen Unternehmensführung, die klassische Ansätze ergänzen oder vollständig ablösen, um Konsumenten als eigenständige Akteure zu integrieren. Der Inhalt Grundlagen und Parameter des digitalen Marktes Verhalten vernetzter Konsumenten Informations- und Entscheidungsprozesse Marktforschung Markenführung Strategische Planung Produktpolitik Preispolitik Kommunikationspolitik Distributionspolitik Implementation Der Autor Prof. Dr. Daniel Michelis lehrt an der Hochschule Anhalt und ist Initiator des Masterstudiengangs Online-Kommunikation.

Marketing.

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Following decades of exciting developments in laboratories around the world, pervasive computing technologies are starting to reshape our world in real ways. Computers, visible and invisible, are everywhere: traditional signs and billboards are being replaced by digital signage, projections, and interactive surfaces. Communication is digital and ubiquitous—the majority of the world’s population uses mobile phones. Physical computing and robotics make physical environments digital and interactive. It is apparent that analogous for developments on the Internet, advertising will be the business model driving pervasive computing. These new computing technologies are powerful tools for advertising and they will supersede traditional advertising in the near future. Pervasive computing is the disruptive technology for advertising. This book presents the core principles of Pervasive Advertising and makes accessible to practitioners and researchers alike research findings in pervasive computing, modern advertising, and human-computer interaction. The major opportunities addressed include: symmetric communication, the long tail, powerful experiences, personalization, context adaptivity, audience measurement, and automated persuasion. The major challenges addressed include: calm and engaging advertising, privacy, and ethical persuasion. This book presents and discusses innovative applications based on digital signage and mobile advertising, venturing into new territories like music and scents. This book is intended as a guide for: • Advertisers who want to understand how new technologies revolutionize their field. • Pervasive computing engineers and researchers who want to understand what business models will drive their technologies in the real world. • Anyone who is interested in how pervasive advertising will shape the future of urban life.

Advertising. --- Ads --- Advertisements --- Advertising --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Computer science. --- Multimedia systems. --- Social sciences --- User Interfaces and Human Computer Interaction. --- Multimedia Information Systems. --- Computer Appl. in Social and Behavioral Sciences. --- Data processing. --- Computer-based multimedia information systems --- Multimedia computing --- Multimedia information systems --- Multimedia knowledge systems --- Information storage and retrieval systems --- Informatics --- Science --- User interfaces (Computer systems). --- Multimedia information systems. --- Application software. --- Application computer programs --- Application computer software --- Applications software --- Apps (Computer software) --- Computer software --- Interfaces, User (Computer systems) --- Human-machine systems --- Human-computer interaction

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Following decades of exciting developments in laboratories around the world, pervasive computing technologies are starting to reshape our world in real ways. Computers, visible and invisible, are everywhere: traditional signs and billboards are being replaced by digital signage, projections, and interactive surfaces. Communication is digital and ubiquitous the majority of the world's population uses mobile phones. Physical computing and robotics make physical environments digital and interactive. It is apparent that analogous for developments on the Internet, advertising will be the business model driving pervasive computing. These new computing technologies are powerful tools for advertising and they will supersede traditional advertising in the near future. Pervasive computing is the disruptive technology for advertising. This book presents the core principles of Pervasive Advertising and makes accessible to practitioners and researchers alike research findings in pervasive computing, modern advertising, and human-computer interaction. The major opportunities addressed include: symmetric communication, the long tail, powerful experiences, personalization, context adaptivity, audience measurement, and automated persuasion. The major challenges addressed include: calm and engaging advertising, privacy, and ethical persuasion. This book presents and discusses innovative applications based on digital signage and mobile advertising, venturing into new territories like music and scents. This book is intended as a guide for: ¢ Advertisers who want to understand how new technologies revolutionize their field. ¢ Pervasive computing engineers and researchers who want to understand what business models will drive their technologies in the real world. ¢ Anyone who is interested in how pervasive advertising will shape the future of urban life.

Social sciences (general) --- Computer. Automation --- informatica --- multimedia --- sociale wetenschappen