Peter, Marc K.

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Marc K.
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Peter, Marc K.

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2017 - 20203
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Institut: Institut für Wirtschaftsinformatik ×

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  • Vorschaubild nicht verfügbar
    Publikation
    Social Media: Schritt für Schritt zum Erfolg
    (Beobachter Edition, 2020) Dalla Vecchia, Martina; Vogel, Tanja; Zachlod, Cécile; Peter, Marc K.; Niedermann, André [in: Digital Marketing für KMU. Wie Unternehmen sich digital vermarkten und kommunizieren]
    Social Media Marketing für KMU. Mit einem Überblick der Methoden und dem Social Media Framework im Besonderen: 1. Social Media Strategie. 2. Social Media Organisation, 3. Social Media Plattformen, 4. Social Media Publikation 5. Social Media Monitoring.
    04A - Beitrag Sammelband
  • Vorschaubild nicht verfügbar
    Publikation
    Marketing automation. A project framework in support of digital transformation
    (Springer, 2018) Dalla Vecchia, Martina; Peter, Marc K.; Dornberger, Rolf [in: Business information systems and technology 4.0. New trends in the age of digital change]
    While the benefits of marketing technologies in organizations were already being discussed in the 1960s, the contemporary approach to Marketing Automation has only been in existence for a few years. This chapter addresses the digital opportunities in marketing as an important component of an organization’s digital transformation initiative. Driven by various business challenges centered around the organization’s customers and market channels, the goal of this literature review is to provide an overview of the potential applications of Marketing Automation and the growing market of available software solutions. A particular focus is set on a pragmatic best practice framework for Marketing Automation that includes all major components, ranging from strategic considerations, customer journey analysis to use cases along with data management, content marketing and channel management. While there are some simple implementation opportunities, a best practice framework will support an organization to achieve its ambitious goals. However, the opportunities for Marketing Automation are still evolving as new tools and channels come on to the market.
    04A - Beitrag Sammelband
  • Vorschaubild
    Publikation
    Business Analytics aus der Cloud: Möglichkeiten und Herausforderungen
    (2017) Gatziu Grivas, Stella; Witschel, Hans Friedrich; Peter, Marc K. [in: KMU-Transformation - Als KMU die Digitale Transformation erfolgreich umsetzen]
    04 - Beitrag Sammelband oder Konferenzschrift