Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/222922 
Year of Publication: 
2020
Series/Report no.: 
IUBH Discussion Papers - Marketing No. 1/2020
Publisher: 
IUBH Internationale Hochschule, Bad Honnef
Abstract (Translated): 
Marketing has to be completely rethought in the age of the digital revolution. An expansion of existing concepts and models, as has always been done since the 1950s, is no longer sufficient here. This means that findings from the past few decades, such as consumer focus and segmentation, can be better adapted to the model. The new concept now puts the individual consumer at the center of attention and consistently aligns marketing with it. From the point of view of the consumer, it is no longer important to optimize the marketing mix, but the perceived customer-specific offer. This change of perspective has far-reaching consequences: innovation management is detached from the marketing mix, information gathering is given a more central role, and options for individualization and customer relationships are also taken better into account. The marketing instruments are no longer viewed in isolation, but always in collaboration and in interaction with the consumer. The associated increase in complexity leads, in a first step, from a personnel-centered marketing- and target group analysis to a process-oriented analysis.
Subjects: 
Marketing House
Digital Revolution
Consumer Orientation
Automated Customer Segmentation
Thought Model
JEL: 
M31
Document Type: 
Working Paper

Files in This Item:
File
Size
662.48 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.