Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Bücher
Zeitschriften
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
SLX-Digitalkonferenz: Zukunftswerkstatt 2024

Mehr Umsatz mit Top-Kontakten

Am 7. Mai erfahren Sie, wie Vertriebsteams Leadgenerierung, Leadnurturing und Leadstrategien effizient steuern können.
Erweiterte Suche
Anmelden
nach oben
Erschienen in:
Foundations of Digital Business Kapitel lesen Erstes Kapitel lesen

2021 | OriginalPaper | Buchkapitel

14. Digital Marketing and Electronic Commerce

verfasst von : Prof. Dr. Bernd W. Wirtz

Erschienen in: Digital Business and Electronic Commerce

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

By working through this chapter, you will be able to:

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Vorheriges Kapitel Digital Transformation and Digital Organization
Nächstes Kapitel Digital Procurement
Fußnoten
1
See for the following chapter also Wirtz (2020b).
 
2
See for the following chapter also Wirtz (2008) and Wirtz and Daiser (2015).
 
3
See for the following chapter also Wirtz (2013c).
 
4
See for the following chapter also Wirtz (2013a).
 
Literatur
Adams, W. J., & Yellen, J. L. (1976). Commodity bundling and the burden of monopoly. Quarterly Journal of Economics, 90(8), 475–498.CrossRef
Ahlert, D. (1996). Distributionspolitik (3rd ed.). Stuttgart, Jena: Gustav Fischer.
Ahmed, B. S., Maati, M. L. B., & Al Mohajir, B. (2015). Improve intelligence of E-CRM applications and customer behavior in online shopping. International Journal of Business Intelligence Research (IJBIR), 6(1), 1–10.CrossRef
Albers, S. (2000). Was verkauft sich im Internet? - Produkte und Leistungen. In S. Albers, M. Clement, K. Peters, & B. Skiera (Eds.), eCommerce: Einstieg, Strategie und Umsetzung im Unternehmen (pp. 21–36). Frankfurt: FAZ Institut.
Al-Mudimigh, A. S. (2007). E-business strategy in an online banking services: a case study. The Journal of Internet Banking and Commerce, 12(1), 1–8.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123–138.CrossRef
Armstrong, A., & Hagel, J. (1996). The real value of on-line communities. Harvard Business Review (HBR), 74(3), 134–141.
Berger, P. D., & Nasr, N. I. (1998). Customer lifetime value: Marketing models and applications. Journal of Interactive Marketing, 12(1), 17–30.CrossRef
Bird, D. (2007). Commonsense direct and digital marketing (5th ed.). London: Kogan Page Publishers.
Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard Business Review, 74(4), 136–144.
Bliemel, F., & Fassott, G. (2000). Produktpolitik im Electronic Business. In R. Weiber (Ed.), Handbuch Electronic Business: Informationstechnologien - Electronic Commerce – Geschäftsprozesse (pp. 505–522). Wiesbaden.
Bowersox, D. J., & Cooper, M. B. (1992). Strategic marketing channel management. New York: McGraw-Hill College.
Burmann, C. (2003). “Customer equity” als Steuerungsgröße für die Unternehmensführung. Zeitschrift für Betriebswirtschaft (ZfB), 73(2), 113–138.
Chaffey, D., Edmundson-Bird, D., & Hemphill, T. (2019). Digital business and E-commerce management. Strategy, implementation and practice (7th ed.). Harlow: Pearson Education Limited.
Chen, S. (2005). Strategic management of e-business (2nd ed.). Chichester: Wiley.
Choi, S., Stahl, D. O., & Whinston, A. B. (1997). The economics of electronic commerce. Indianapolis: Pearson Education Limited.
Christensen, C. M., & Overdorf, M. (2000). Meeting the challenge of disruptive change. Harvard Business Review, 78(2), 67–76.
Clement, R., Schreiber, D., & Bossauer, P. (2019). Internet-Ökonomie. Grundlagen und Fallbeispiele der digitalen und vernetzten Wirtschaft (4th ed.). Berlin, Heidelberg: Springer Gabler.
Copulsky, J. R., & Wolf, M. J. (1990). Relationship marketing: positioning for the future. Journal of Business Strategy, 11(4), 16–20.CrossRef
Ebbers, W. E., Pieterson, W. J., & Noordman, H. N. (2008). Electronic government: Rethinking channel management strategies. Government Information Quarterly, 25(2), 181–201.CrossRef
El-Zehery, M., El-Bakry, H. M., & El-Ksasy, M. S. (2014). Applying data mining techniques for customer relationship management: A survey. In J. Music (Ed.), Recent advantages in computer engineering, communications and information technology. Proceedings of the 8th WSEAS International Conference on Computer Engineering and Applications (CEA ’14) Proceedings of the 5th International Conference on Applied Informatics and Computing Theory (AICT ’14) Proceedings of the 8th International Conference on Communications and Information Technology (CIT ’14). Tenerife, pp. 398–406.
Evans, P., & Wurster, T. (1997). Strategy and the new economics of information. Harvard Business Review, 75(5), 71–82.
Feinberg, R., & Kadam, R. (2002). E-CRM Web service attributes as determinants of customer satisfaction with retail Web sites. International Journal of Service Industry Management, 13(5), 432–451.CrossRef
Fragouli, E., & Noutrixa, A. (2014). Application of electronic customer relationship management (e-CRM) for promoting products and services in a local context: Exploration of a case. International Journal of Information, Business and Management, 6(4), 11–25.
Freter, H. (1983). Marktsegmentierung. Stuttgart, u. a.: Kohlhammer.
Freter, H. (2008). Markt-und Kundensegmentierung: kundenorientierte Markterfassung und-bearbeitung (2nd ed.). Stuttgart: W. Kohlhammer.
Fritz, W. (2004). Internet-marketing und electronic commerce. Grundlagen - Rahmenbedingungen - Instrument: mit Praxisbeispielen (3rd ed.). Wiesbaden: Gabler.CrossRef
Fritz, W., & von der Oelsnitz, D. (2006). Marketing: Elemente marktorientierter Unternehmensführung (4th ed.). Stuttgart: Kohlhammer.
Frohlich, M. T. (2002). E-integration in the supply chain: Barriers and performance. Decision Sciences, 33(4), 537–556.CrossRef
Gay, R., Charlesworth, A., & Esen, R. (2007). Online marketing. A customer-led approach. Oxford: Oxford University Press.
Gommans, M., Krishnan, K. S., & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social Research, 3(1), 43–58.
Grant, R. M. (2016). Contemporary strategy analysis. Text and cases (9th ed.). Chichester: Wiley.
Gupta, G. K. (2014). Introduction to data mining with case studies (3rd ed.). Delhi: PHI Learning Pvt Ltd.
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., et al. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139–155.CrossRef
Hanson, W., & Kalyanam, K. (2007). Internet marketing and eCommerce. Mason: Thomson South-Western.
Harrington, L., & Reed, G. (1996). Electronic commerce (finally) comes of age. The McKinsey Quarterly, 2, 68–77.
Heller Baird, C., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy and Leadership, 39(5), 30–37.CrossRef
Jelassi, T., & Enders, A. (2008). Strategies for e-business: Creating value through electronic and mobile commerce. Concepts and cases (2nd ed.). Harlow: FT Prentice Hall.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1–22.CrossRef
Khan, M. B., & Khawaja, K. F. (2013). The relationship of E-CRM, customer satisfaction and customer loyalty. The moderating role of Anxiety. Middle-East Journal of Scientific Research, 16(4), 531–535.
Kiang, M. Y., Raghu, T. S., & Shang, K. H.-M. (2000). Marketing on the Internet - who can benefit from an online marketing approach? Decision Support Systems, 27(4), 383–393.CrossRef
Kim, D. J. (2012). An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation. Information Systems and e-Business Management, 10(2), 219–240.CrossRef
Kotler, P. (1994). Marketing management (8th ed.). Engelwood Cliffs: Prentice Hall International.
Kreutzer, R. T. (2017). Marketing-instrumente. In R. T. Kreutzer (Ed.), Praxisorientiertes Marketing. Grundlagen - Instrumente - Fallbeispiele (5th ed., pp. 207–429). Wiesbaden: Springer Gabler.
Kumar, N. (2004). Marketing as strategy: Understanding the CEO’s agenda for driving growth and innovation. Boston, MA: Harvard Business Review Press.
Laudon, K. C., & Traver, C. G. (2020). E-commerce: Business, technology, society (15th ed.). Hoboken: Pearson.
Lee, H. G. (1996). Electronic brokerage and electronic auction: The impact of IT on market structures. In J.F Nunamaker, R.H Sprague (Eds.), Proceedings of the 29th HICSS, Vol. IV: Information systems - Organizational systems and technology. Los Alamitos, pp. 393–421.
Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity. Marketing Management, 10(1), 20–25.
Leonard, L. N. K., & Riemenschneider, C. K. (2008). What factors influence the individual impact of the web? An initial model. Electronic Markets, 18(1), 75–90.CrossRef
Link, J., & Hildebrand, V. (1995). Database-marketing und computer aided selling: kundenorientierte informationssysteme. Gablers Magazin, 9(4), 36–39.
Link, J., & Hildebrand, V. G. (1997). Grundlagen des database marketing. Handbuch Database Marketing, Ettlingen, 2, 15–36.
Meffert, H., Burmann, C., Kirchgeorg, M., & Eisenbeiß, M. (2019). Marketing. Grundlagen marktorientierter Unternehmensführung Konzepte - Instrumente - Praxisbeispiele (13th ed.). Wiesbaden: Springer Gabler.CrossRef
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(7), 20–38.CrossRef
Olderog, T., & Skiera, B. (2000). The benefits of bundling strategies. Zeitschrift für betriebswirtschaftliche Forschung (ZfbF), 52(2), 137–159.
Papazoglou, M., & Ribbers, P. (2006). E-business. Organizational and technical foundations (1st ed.). Chichester: Wiley.
Parvatiyar, A., & Sheth, J. N. (2001). Conceptual framework of customer relationship management. New Delhi: Tata/McGraw-Hill.
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176.CrossRef
Petersen, L. B., Person, R., & Nash, C. (2014). Connect: How to use data and experience marketing to create lifetime customers. Hoboken, NJ: Wiley.
Pfeifer, P. E., Haskins, M. E., & Conroy, R. M. (2005). Customer lifetime value, customer profitability, and the treatment of acquisition spending. Journal of Managerial Issues, 17, 11–25.
Quelch, J. A., & Klein, L. R. (1996). The internet and international marketing. Sloan Management Review, 37(3), 60–75.
Rayport, J. F., & Jaworski, B. J. (2001). e-Commerce. Boston: McGraw-Hill.
Rayport, J. F., & Sviokla, J. (1995). Exploiting the virtual value chain. Harvard Business Review (HBR), 73(6), 75–85.
Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–55.
Reichwald, R., & Piller, F. T. (2009). Interaktive Wertschöpfung. Open Innovation, Individualisierung und neue Formen der Arbeitsteilung (2nd ed.). Wiesbaden: Gabler.
Reynolds, J. (2010). E-Business. A management perspective (1st ed.). Oxford: Oxford University Press.
Rosenberg, l. J. (1977). Marketing. Englewood Cliffs, NJ: Prentice-Hall.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2001). Driving customer equity. How customer lifetime value is reshaping corporate strategy. New York: Free Press.
Safeena, R., & Date, H. (2010). Customer perspectives on e-business value: case study on internet banking. The Journal of Internet Banking and Commerce, 15(1), 1–13.
Saji, K. B., Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product and Brand Management, 22(1), 40–51.CrossRef
Scheuch, F. (2007). Marketing (6th ed.). München: Vahlen.
Schmalensee, R. (1984). Gaussian demand and commodity bundling. Journal of Business, 57(1), 211–230.CrossRef
Schneider, G. P. (2017). Electronic Commerce (12th ed.). Stamford, CT: Cengage Learning.
Scholz, C. (1987a). Corporate culture and strategy—The problem of strategic fit. Long Range Planning, 20(4), 78–87.CrossRef
Scholz-Reiter, B., Heger, J., Meinecke, C., & Bergmann, J. (2012). Integration of demand forecasts in ABC-XYZ analysis: practical investigation at an industrial company. International Journal of Productivity and Performance Management, 61(4), 445–451.CrossRef
Schwartz, E. I. (1999). Digital darwinism (1st ed.). New York: Broadway.
Shambour, Q., & Lu, J. (2012). A trust-semantic fusion-based recommendation approach for e-business applications. Decision Support Systems, 54(1), 768–780.CrossRef
Shapiro, C., & Varian, H. R. (1999). Information rules. A strategie guide to the network economy. Boston: Mcgraw-Hill Professional.
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397–418.CrossRef
Specht, G. (1998). Distributionsmanagement (3rd ed.). Stuttgart: Kohlhammer.
Straus, J., & Frost, R. (1999). Marketing on the internet - Principles of online marketing. Upper Saddle River, NJ: Prentice Hall.
Terho, H., & Halinen, A. (2007). Customer portfolio analysis practices in different exchange contexts. Journal of Business Research, 60(7), 720–730.CrossRef
Tomczak, T., Schögel, M., & Birkhofer, B. (1999). A typology of business models in electronic commerce for marketing consumer goods. In: Proceedings of COTIM 99 - Conference on Technology and Information Management.
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201–1208.CrossRef
Verbeke, W., Dejaeger, K., Martens, D., Hur, J., & Baesens, B. (2012). New insights into churn prediction in the telecommunication sector: A profit driven data mining approach. European Journal of Operational Research, 218(1), 211–229.CrossRef
Verganti, R. (1997). Leveraging on systemic learning to manage the early phases of product innovation projects. R&D Management, 27(4), 377–392.CrossRef
Wang, Y., Ma, S. S., & Li, D. (2015b). Customer participation in virtual brand communities: The self-construal perspective. Information and Management, 52(5), 577–587.CrossRef
Wehrli, H. P., & Wirtz, B. W. (1997). Mass Customization und Kundenbeziehungsmanagement - Aspekte und Gestaltungsvarianten transaktionsspezifischer Marketingbeziehungen. Jahrbuch der Absatz- und Verbrauchsforschung, 43(2), 116–138.
Wilson, R. (1993). Nonlinear pricing. New York: Oxford University Press.
Wilson, H., & Daniel, E. (2007). The multi-channel challenge: A dynamic capability approach. Industrial Marketing Management, 36(1), 10–20.CrossRef
Wirtz, B. W. (1995b). Technologieinnovationen, Marketingstrategie und Preismanagement im Handel. THEXIS, 12(4), 46–51.
Wirtz, B. W. (2000b). eCommerce: Die Zukunft Ihres Unternehmens von @ bis z. Frankfurt a. M. (Mittelstandsschriftenreihe der Deutschen Bank, 19).
Wirtz, B. W. (2000c). Electronic business (1st ed.). Wiesbaden: Gabler.CrossRef
Wirtz, B. W. (2001a). Electronic business (2nd ed.). Wiesbaden: Gabler.CrossRef
Wirtz, B. W. (2001c). Multi-Kanal-Management vereint Online- und Offline-Welt - Im Internet ist das Management multipler Vertriebskanäle ein zentraler Erfolgsfaktor. In Frankfurter Allgemeine Zeitung (FAZ), 11/15/2001, p. 29.
Wirtz, B. W. (2002). Gabler Kompakt-Lexikon eBusiness. Wiesbaden.
Wirtz, B. W. (2003). Kundenbindung durch E-CRM. In M. Bruhn & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement (4th ed., pp. 371–387). Wiesbaden.
Wirtz, B. W. (2005): Integriertes Direktmarketing. Grundlagen, Instrumente, Prozesse. 1. Wiesbaden: Gabler (Lehrbuch).
Wirtz, B. W. (2006). Medien- und Internetmanagement (5th ed.). Wiesbaden: Gabler.CrossRef
Wirtz, B. W. (2008). Multi-Channel-Marketing. Grundlagen - Prozesse - Instrumente (1st ed.). Wiesbaden: Gabler.
Wirtz, B. W. (2010b). Electronic business (3rd ed.). Wiesbaden: Gabler.CrossRef
Wirtz, B. W. (2012b). Medien- und Internetmanagement (7th ed.). Wiesbaden: Gabler.
Wirtz, B. W. (2013a). Electronic business (4th ed.). Wiesbaden: Gabler.CrossRef
Wirtz, B. W. (2013c). Multi-channel-marketing. Grundlagen - Prozesse - Instrumente (2nd ed.). Wiesbaden: Gabler.CrossRef
Wirtz, B. W. (2016a). Direktmarketing-management. Grundlagen - Instrumente - Prozesse (4th ed.). Wiesbaden: Gabler.
Wirtz, B. W. (2016b). Electronic business (5th ed.). Wiesbaden: Springer Gabler.CrossRef
Wirtz, B. W. (2020a). Business model management. Design process instruments (2nd ed.). Heidelberg: Springer.CrossRef
Wirtz, B. W. (2020b). Electronic business (7th ed.). Wiesbaden: Springer Gabler.CrossRef
Wirtz, B. W. (2020c). Media management. Strategy, business models and case studies. Heidelberg: Springer.CrossRef
Wirtz, B. W., & Defren, T. (2007). Akteursbeziehungen, Konflikte und Lösungsansätze im Multi-Channel-Marketing. In B. W. Wirtz (Ed.), Handbuch multi-channel-marketing (pp. 9–12). Wiesbaden: Gabler.
Wirtz, B. W., & Klein-Bölting, U. (2007). Wissen Markenwertmanagement. Vernachlässigte Funktion. In Absatzwirtschaft (Vol. 4, pp. 46–49).
Wirtz, B. W., & Lütje, S. (2006). Instrumente des integrierten Direktmarketings. In B. W. Wirtz & C. Burmann (Eds.), Ganzheitliches Direktmarketing (pp. 377–401). Wiesbaden: Gabler.
Wirtz, B. W., & Olderog, T. (2002). Kundenbindungsmanagement für elektronische Dienstleistungen. In M. Bruhn & B. Stauss (Eds.), Electronic services (pp. 513–535). Wiesbaden: Gabler.CrossRef
Wirtz, B. W., & Storm, B. (2004). Markenführungsstrategien im electronic business. In M. Bruhn (Ed.), Handbuch Markenführung (pp. 1049–1069). Wiesbaden: Gabler.CrossRef
Wirtz, B. W., Büttner, T., & Schwarz, J. (2003a). Multi-channel-management: Eine empirische Analyse zu ausgewählten Aktionsparametern und deren Erfolgsrelevanz. Jahrbuch der Absatz-und Verbrauchsforschung, 49(1), 65–83.
Wirtz, B. W., Storm, B., & Ullrich, S. (2008). Internet-Kooperation im Innovationsmanagement. Die Unternehmung, 62(4), 361–398.
Xue, M., & Harker, P. T. (2002). Customer efficiency concept and its impact on e-business management. Journal of Service Research, 4(4), 253–267.CrossRef
Metadaten
Titel
Digital Marketing and Electronic Commerce
verfasst von
Prof. Dr. Bernd W. Wirtz
Copyright-Jahr
2021
Verlag
Springer International Publishing
Buch
Digital Business and Electronic Commerce

Print ISBN: 978-3-030-63481-0

Electronic ISBN: 978-3-030-63482-7

Copyright-Jahr: 2021

DOI
https://doi.org/10.1007/978-3-030-63482-7_14