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Aus der Redaktion

30.01.2019 | Kundenakquise | Im Fokus | Onlineartikel

Mit Empfehlungsmarketing Neukunden gewinnen

Auch im Zeitalter der Digitalisierung ist das Empfehlungsmarketing der Königsweg zur Neukundengewinnung. Die Voraussetzung: Die Empfehlungsfrage ist fester Bestandteil des Kundenkontakts und wird aktiv genutzt, um Neukunden zu akquirieren.

07.12.2018 | Word-of-Mouth-Marketing | Im Fokus | Onlineartikel

Auf der Distributionswelle schwimmen

Gutes Storytelling und hochwertiger Content sind nutzlos, wenn die Aufmerksamkeit der Zielgruppe ausbleibt. Buzz-Marketing, die digitale Mund-zu-Mund-Propaganda, verspricht effektive Abhilfe.

15.10.2018 | Marketingkommunikation | Im Fokus | Onlineartikel

Was Testimonials bewirken können

Testimonials können Werbebotschaften besonders glaubhaft transportieren und dadurch den Markenerfolg entscheidend fördern. Neben Prominenten eignen sich dazu auch Influencer oder die eigenen Mitarbeiter. 

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Weiterführende Themen




01.12.2019 | Research | Ausgabe 1/2019 Open Access

Entrepreneurial marketing: the missing link in social enterprise studies

In spite of the recurrent emphasis on the importance of social enterprise (SEs) in the entrepreneurship literature, there has never been a research conducted on the marketing approaches for a social enterprise. The focus of this article is on the …

15.02.2019 | Research Article | Ausgabe 3/2019

Management of Control Impacts Based on Maximizing the Spread of Influence

The choice of fulcrums for control of socio-economic systems represented by directed weighted signed graphs is a topic of current interest. This article proposes a new method for identifying nodes of impact and influential nodes, which will …


How can social commerce be boosted? The impact of consumer behaviors on the information dissemination mechanism in a social commerce network

This paper investigates how various consumer behaviors influence sales volume in social commerce through information dissemination. We use a modified SIR dynamic model to study these effects and how they vary under different maximum message …

14.12.2018 | Original Paper | Ausgabe 3/2019

Predicting customer quality in e-commerce social networks: a machine learning approach

The digital transformation of companies is having a major impact on all business areas, especially marketing, where audiences are most volatile and loyalty is at its scarcest. Many large retail brands try to keep their client base interested by …

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2019 | OriginalPaper | Buchkapitel

Business Network Analytics: From Graphs to Supernetworks

A large number of problems in business and consumer analytics have input graphs or networks. These mathematical entities have a long standing tradition in discrete applied mathematics and computer science. In many cases, they are the most natural …

2019 | OriginalPaper | Buchkapitel

Modeling and Simulation of the Strategic Use of Social Media Networks in Search Engines for the Business Success of High Technology Companies

In this research paper, we will analyze how and why the integration of Social Media into the market and sales with the goal of the business success of IT companies is necessary. Nowadays, there is a substantial shift in power from the recent heavy …

2019 | OriginalPaper | Buchkapitel

Modeling and Simulation of the Strategic Use of the Internet Forum Aiming at Business Success of High-Technology Companies

Internet forum is a platform in which its members exchange views and acquire knowledge through dialogue. The interested person has the opportunity to visit the forum of the field that concerns him, in order to exchange views and gain knowledge.By …

2019 | OriginalPaper | Buchkapitel

Implementation of Current Marketing Communication Tools into Practice in the Czech and Slovak Republic

The aim of the article is to map out how much are used current marketing communication tools (guerrilla marketing, digital marketing, mobile marketing, viral marketing, word of mouth marketing, buzz marketing, product placement) in the Czech and …

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In eigener Sache

  • 05.06.2019 | Fahrwerk | In eigener Sache | Onlineartikel

    Nico Rosberg redet über die Zukunft des Fahrwerks

    Ein ehemaliger Formel-1-Weltmeister wirkt am Gelingen der 10. plus in München mit. Als prominenter Keynote-Redner spricht Nico Rosberg am 25. Juni 2019 über die Herausforderungen für das Chassis der Zukunft.