Customer Journey Im Zeitalter Der Digitalisierung Eine Herausforderung F R Unternehmen Der Tourismusbranche
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Customer Journey Im Zeitalter Der Digitalisierung Eine Herausforderung F R Unternehmen Der Tourismusbranche
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Author : Lisa Meyer
language : de
Publisher: GRIN Verlag
Release Date : 2019-10-24
Customer Journey Im Zeitalter Der Digitalisierung Eine Herausforderung F R Unternehmen Der Tourismusbranche written by Lisa Meyer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-24 with Business & Economics categories.
Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Ulm (Technologie- und Prozessmanagement), Sprache: Deutsch, Abstract: In der Vergangenheit hat sich der Markt immer mehr vom Verkäufer- hin zum Käufermarkt entwickelt. Anhand des Customer Journeys lassen sich Einblicke in die Kaufentscheidungsprozesse der Kunden gewinnen und aus diesen Erkenntnissen ein optimaler Off- und Online-Marketingmix kreieren. Es steht fest, dass die ideale Nutzung der Kommunikations- und Vertriebskanäle für die Stärkung und Erweiterung der Wettbewerbsposition unerlässlich ist. Die Customer Journey-Analyse ist insbesondere bei "Electronic Commerce" sinnvoll, weswegen vor allem der Tourismus eine relevante Branche darstellt. Für alle Unternehmen, die einen Onlineshop oder eine Antrags- und Buchungsstrecke wie beispielsweise in der Touristik haben, ist die Analyse extrem wichtig. In diesem Zusammenhang wird innerhalb der Arbeit die Frage behandelt, ob und inwieweit Werkzeuge und Instrumente der Digitalisierung für den Customer Journey sinnvoll sind und welche Relevanz diese im CRM der Zukunft haben. Des Weiteren ist von Interesse, wie und in welche Richtung sich das CRM weiterentwickeln wird. Im Zeitalter der Digitalisierung wird Online-Marketing zu einem elementaren Baustein für ein erfolgreiches Business. Der fortschreitende Prozess hin zur digitalen Welt betrifft beinahe jedes Unternehmen. Produkte und Dienstleistungen werden in der globalisierten Welt immer homogener. Um eine Differenzierung vom Wettbewerb zu erlangen, stehen Service- und Kundenorientierung mehr und mehr im Mittelpunkt. Die Digitalisierung der gesamten Kundenbeziehung liegt an der Spitze der Handlungsfelder, fünf Prozentpunkte vor der Dynamisierung beziehungsweise Flexibilisierung der IT. Über 40 Prozent der Unternehmen vergrößern das Budget für das Customer Relationship Management (CRM), davon elf Prozent sogar im zweistelligen Bereich. Dies stellt auch die Tourismusbranche vor eine große Herausforderung. Vor allem die Vielzahl an Möglichkeiten, mit dem Kunden in Kontakt zu treten, erhöht die Komplexität. Rund 80 Prozent der Verbraucher buchen Leistungen rund um das Reisen online. Folglich besteht die Notwendigkeit, Kundenkontaktkanäle optimal zu nutzen und anzupassen.
Facetten Der Digitalisierung
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Author : Yvonne Thorhauer
language : de
Publisher: Springer-Verlag
Release Date : 2020-04-15
Facetten Der Digitalisierung written by Yvonne Thorhauer and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-15 with Business & Economics categories.
In diesem Buch thematisiert die Professorenschaft der accadis Hochschule die Auswirkungen der Digitalisierung auf ihre Fachbereiche: Notwendige Umbrüche der Wirtschaftsethik, Auswirkungen künstlicher Intelligenz auf Marketing und Produktentwicklung, Veränderungen in der Unternehmenskommunikation, digitale Innovationen in Sport- und Gesundheitsmanagement, intelligente Distribution mit Blockchain-Technologien sowie Tokens im Finanzmarkt.
Strategies For Cultural Change
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Author : Paul Bate
language : en
Publisher: Elsevier
Release Date : 2013-10-22
Strategies For Cultural Change written by Paul Bate and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-22 with Psychology categories.
Strategies for Cultural Change develops a conceptual framework for thinking about cultural change. Starting with a discussion of the vocabulary (the concepts) of cultural change, the book moves on to the grammar (the thinking structures), and finally the ""oral"" practice (the applications) of cultural change in the organizational setting. Four main questions are addressed: Why change culture? Is planned cultural change possible? What kind of cultural change is envisaged? How does cultural change occur? The book contains 14 chapters organized into two parts. Part One examines the different types of cultural change strategy in some depth. ""Developmental"" and ""transformational"" strategies are then brought together into a single conceptual framework for cultural change. Part Two shifts from strategy to implementation; from thinking frameworks to frameworks for action. It begins by surveying current practice and examines the various, often strikingly different, ways in which people seek to effect cultural change in their organizations. Accounts are presented based both on the author's own first-hand experiences of working with private and public sector companies on cultural change programs, and on an extensive review of the available literature.
Digital Business Leadership
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Author : Ralf T. Kreutzer
language : en
Publisher: Springer
Release Date : 2018-04-27
Digital Business Leadership written by Ralf T. Kreutzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-27 with Business & Economics categories.
This book provides specialists and executives with a clear, yet practical set of recommendations to meet the challenges of digital transformation and ensure long-term success as a leader in a primarily digital business world. The authors describe the fundamental principles of digitization and its economic opportunities and risks, integrating them into a framework of classic and new management methods. The book also explores how increasing digitization – not only of communication, but of complete value chains – has led to a need to establish a digital business leadership. Digitization is changing people and markets: it causes the upheaval of entire industries, creates new digital-centric companies, and forces established companies to cope with the transformation activities associated with these digitization processes. New approaches and methods have to be learned, tried and tested patterns of thinking have to be explored, and last but not least, innovation activities have to be understood as continuous necessities. At the same time, digital business offers considerable opportunities for renewing competitive advantages, improving existing process structures and realigning products, services and business models.
Handbook Of Marketing Decision Models
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Author : Berend Wierenga
language : en
Publisher: Springer Science & Business Media
Release Date : 2008-09-05
Handbook Of Marketing Decision Models written by Berend Wierenga and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-05 with Business & Economics categories.
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Ebook Services Marketing Integrating Customer Focus Across The Firm
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Author : Alan Wilson
language : en
Publisher: McGraw Hill
Release Date : 2016-01-16
Ebook Services Marketing Integrating Customer Focus Across The Firm written by Alan Wilson and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-16 with Business & Economics categories.
European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today. New and updated material in this new edition include: · - New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field · - Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships · - New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner
Analytical Philosophy Of Technology
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Author : F. Rapp
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Analytical Philosophy Of Technology written by F. Rapp and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Science categories.
Friedrich Rapp, in this magisterial and critical essay on technology, the complex human phenomenon that demands philosophy of science, philosophy of culture, moral insight, and historical sensi tivity for its understanding, writes modestly of the grave and ten tative situation in the philosophy of technology. Despite the pro found thinkers who have devoted time and imagination and ratio nal penetration, despite the massive literature now available, the varied and comparative viewpoints of political, analytic, despite metaphysical, cultural, even esthetic commitments, indeed despite the honest joining of historical and systematic methods of inves tigation, we are far from a satisfactory understanding of the joys and sorrows, the achievements and disappointments, of the tech nological saga of human societies. Professor Rapp has prepared this report on the philosophical understanding of technology for a troubled world; if ever philosophy were needed, it is in the prac tical attempt to find alternatives among technologies, to foresee dangers and opportunities, to choose with a sense of the possibil ity of fulfilling humane values. Emerson spoke of the scholar not as a specialist apart, but as 'Man thinking' and Rapp's essay so speaks to all of us, industrial world or third world, engineers or humanists, tired or energetic, fearful or optimistic.
Identity Based Brand Management
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Author : Christoph Burmann
language : en
Publisher: Springer Nature
Release Date : 2023-03-13
Identity Based Brand Management written by Christoph Burmann and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-13 with Business & Economics categories.
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
The Solution Revolution
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Author : William D. Eggers
language : en
Publisher: Harvard Business Press
Release Date : 2013-08-27
The Solution Revolution written by William D. Eggers and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-27 with Business & Economics categories.
Government Alone Can’t Solve Society’s Biggest Problems World hunger. Climate change. Crumbling infrastructure. It’s clear that in today’s era of fiscal constraints and political gridlock, we can no longer turn to government alone to tackle these and other towering social problems. What’s required is a new, more collaborative and productive economic system. The Solution Revolution brings hope—revealing just such a burgeoning new economy where players from across the spectrum of business, government, philanthropy, and social enterprise converge to solve big problems and create public value. By erasing public-private sector boundaries, the solution economy is unlocking trillions of dollars in social benefit and commercial value. Where tough societal problems persist, new problem solvers are crowdfunding, ridesharing, app-developing, or impact-investing to design innovative new solutions for seemingly intractable problems. Providing low-cost health care, fighting poverty, creating renewable energy, and preventing obesity are just a few of the tough challenges that also represent tremendous opportunities for those at the vanguard of this movement. They create markets for social good and trade solutions instead of dollars to fill the gap between what government can provide and what citizens need. So what drives the solution economy? Who are these new players and how are their roles changing? How can we grow the movement? And how can we participate? Deloitte’s William D. Eggers and Paul Macmillan answer these questions and more, and they introduce us to the people and organizations driving the revolution—from edgy social enterprises growing at a clip of 15 percent a year, to megafoundations, to Fortune 500 companies delivering social good on the path to profit. Recyclebank, RelayRides, and LivingGoods are just a few of the innovative organizations you’ll read about in this book. Government cannot handle alone the huge challenges facing our global society—and it shouldn’t. We need a different economic paradigm that can flexibly draw on resources, combine efforts, and create value, while improving the lives of citizens. The Solution Revolution shows the way.
Artificial Intelligence In Society
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Author : OECD
language : en
Publisher: OECD Publishing
Release Date : 2019-06-11
Artificial Intelligence In Society written by OECD and has been published by OECD Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-11 with categories.
The artificial intelligence (AI) landscape has evolved significantly from 1950 when Alan Turing first posed the question of whether machines can think. Today, AI is transforming societies and economies. It promises to generate productivity gains, improve well-being and help address global challenges, such as climate change, resource scarcity and health crises.