Multi-Channel-Marketing

Book

Book

"How are business models purposeful designed and structured? How can the models be implemented professionally and managed successfully and sustainably? In what ways can existing business models be adapted to the constantly changing conditions? In this clearly structured reference work, Bernd W. Wirtz gives an answer to all these issues and provides the reader with helpful guidance. Although, 'Business Model Management' is first and foremost a scientific reference book, which comprehensively addresses the theory of business models, with his book Bernd W. Wirtz also turns to practitioners. Not least, the many clearly analyzed case studies of companies in different industries contribute to this practical relevance. My conclusion: 'Business Model Management' is an informative and worthwhile read, both for students of business administration as a textbook as well as for experienced strategists and decision makers in the company as a fact-rich, practical compendium." Matthias Müller, Chief Executive Officer Porsche AG (2010-2015), Chief Executive Officer (2015-2018) Volkswagen AG"In dynamic and complex markets a well thought out business model can be a critical factor for the success of a company. Bernd Wirtz vividly conveys how business models can be employed for strategic competition and success analysis. He structures and explains the major theoretical approaches in the literature and practical solutions in an easy and understandable way. Numerous examples from business practice highlight the importance of business models in the context of strategic management. The book has the potential to become a benchmark on the topic business models in the German-speaking world." Hermann-Josef Lamberti, Member of the Board Deutsche Bank AG 1999-2012/ Member of the Board of Directors, Airbus Group "The business environment has become increasingly complex. Due to changing conditions, the executive board ofa company is confronted with growing challenges and increasing uncertainty. Thus, a holistic understanding of the corporate production and performance systems is becoming more and more important. At this point, Bernd W. Wirtz introduces and presents the concept of the structured discussion of the own business model. Business models present operational service processes in aggregated form. This holistic approach channels the attention of management, supports a sound understanding of relationships and facilitates the adaption of the business to changing conditions. The management of business models is thus an integrated management concept. Through the conceptual presentation of complex issues the author makes a valuable contribution to the current literature. In particular, the referenced case studies from various industries make the book clear and very applicable to practice." Dr. Lothar Steinebach, Member of the Board, Henkel AG 2007-2012/ Supervisory Board, ThyssenKrupp AG

HC runder Rücken kaschiert

"Digitalization significantly changes the media. To cope with this change and to exploit new market opportunities is a major challenge for media corporations. Bernd Wirtz provides a valuable guideline for this new world, combining theory, facts, and practice." Dr. Hubert Burda, German publisher and Managing Corporate Partner of Hubert Burda Media Holding KG"The media business is subject to substantial change while differences between distinctive media areas are fading away. This is due to technical innovation in areas like transmittance of content, bearer of content and recording devices but also due to new formats, trends and constant change of consumer behavior." The textbook "Media and Internet Management" stays abreast of changes and covers this topic on a well-founded and comprehensive basis. It makes a valuable contribution to theory and practice in media management and is highly recommendable to media managers." Christoph Mohn, Chairman of the Supervisory Board, Bertelsmann AG "The world of media is full of challenges and dynamic conditions for its field. The dynamic of this market is accelerated even more by new digital technologies and ongoing globalization. This book is an absolute "must have" for everyone who wants to know more about the basics, conditions and requirements of modern media management. The analytical clearness and structure make this publication highly relevant for students, but also for managers." Urs Rohner, Chairman of the Board of Directors, Credit Suisse Group AG"Media Management is a textbook, but a very welcome newcomer for students and teachers as it fills a market gap for good educational material in this rapidly evolving field. It is concise, simple (but not simplistic), and contains a contemporary overview of concepts and tools for media managers. " Prof. Dr. Bozena I. Mierzejewska, Editor of The International Journal on Media Management, Fordham University, New York"Summed up, with his second edition Wirtz managed to strengthen the outstanding position of his publication "Media Management". His textbook shines because of its content, analytical clearness and the high relevance for business practice without losing its academic background. With the second edition this book has established its position in the field of media business as the leading standard reference book in Germany. It is suitable for business students, lectures as well as managers who can gain magnificent information from it." Prof. Dr. Wolfgang Fritz, Director of the Institute of Marketing, Braunschweig University of Technology, Germany; Honorary Professor at the Institute of Business Administration, University of Vienna, Austria.

Der Medien- und Kommunikationssektor hat sich zu einem zentralen Wirtschaftsbereich in der Informationsgesellschaft entwickelt. Dieses Buch ermöglicht eine Vertiefung grundlegender Begriffe und Zusammenhänge und ist ein unverzichtbarer Begleiter zum Selbststudium sowie zur Prüfungsvorbereitung.

HC runder Rücken kaschiert

Steigende Kundenansprüche und Innovationen im Internetvertrieb erfordern ein zielgerichtetes Management und eine flexible Ausgestaltung multipler Absatzkanäle. Durch Multi-Channel-Marketing lassen sich dabei herausragende Wettbewerbsvorteile erzielen. Dieses Buch gibt einen umfassenden und systematischen Überblick über die Grundlagen sowie das Management von Multi-Channel-Marketing.