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2. Entwicklungsphasen des Marketings zum Marketing 6.0

  • 2026
  • OriginalPaper
  • Chapter
Published in:
Author
Doris Gutting
Published in
Marketing im KI-Zeitalter
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Marketing hat sich stets an die Veränderungen der Gesellschaft und des Umfelds angepasst, seit den 2010er-Jahren vor allem an die Digitalisierung und Technologisierung. Kap. 2 zeigt die Entwicklungsphasen des Marketings von der Vermarktung in der Nachkriegszeit bis zum immersiven Marketing 6.0 auf. Dabei werden die wichtigsten Phänomene skizziert: Plattformökonomie, Omnichannel, Performance Marketing, Künstliche Intelligenz, virtuelle Assistenten, Chatbots und Large-Language-Modelle. Künftig könnten auch Mixed Reality und das Metaversum eine Rolle spielen.

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previous chapter Einleitung und Überblick
next chapter Marketingmix im digitalen Wandel
Title
Entwicklungsphasen des Marketings zum Marketing 6.0
Author
Doris Gutting
Copyright Year
2026
Book
Marketing im KI-Zeitalter

Print ISBN: 978-3-658-50142-6

Electronic ISBN: 978-3-658-50143-3

Copyright Year: 2026

DOI
https://doi.org/10.1007/978-3-658-50143-3_2