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2016 | OriginalPaper | Chapter

Social Media in B2B-Unternehmen: Einsatzpotenziale in Marketing und Vertrieb

Authors: Prof. Dr. Björn Sven Ivens, Ass.-Prof. Dr. Philipp Alexander Rauschnabel, Prof. Dr. Alexander Leischnig

Published in: Digitalisierung im Vertrieb

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Kaum ein Thema hat in den letzten Jahren im betriebswirtschaftlichen Diskurs so sehr an Relevanz gewonnen wie der Einfluss sozialer Medien auf Organisationen. Soziale Medien wie Facebook, YouTube, Twitter & Co. haben in den letzten Jahren zunehmend an Popularität gewonnen. Diese Medien bieten Internetnutzern nicht nur einen Unterhaltungswert oder die Möglichkeit, persönliche Kontakte zu knüpfen und zu pflegen, sie ermöglichen auch einen schnellen Zugang zu und den Austausch von Informationen. Für die Fundierung wichtiger Entscheidungen spielen soziale Medien eine immer größere Rolle, weshalb sie vermehrt in den Fokus von Marketingmanagern rücken.
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Metadata
Title
Social Media in B2B-Unternehmen: Einsatzpotenziale in Marketing und Vertrieb
Authors
Prof. Dr. Björn Sven Ivens
Ass.-Prof. Dr. Philipp Alexander Rauschnabel
Prof. Dr. Alexander Leischnig
Copyright Year
2016
DOI
https://doi.org/10.1007/978-3-658-05054-2_15