Holdings: Online-Marketing und E-Commerce für Buchverlage

Online-Marketing und E-Commerce für Buchverlage:

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Bibliographic Details
Main Authors:	Breyer-Mayländer, Thomas 1971- (Author), Bramann, Klaus-W. 1954- (Author)
Format:	Book
Language:	German
Published:	Frankfurt am Main Bramann [2017]
Series:	BRAMANNBasics buch & medien/bibliothek ; Band 3
Subjects:	Online-Marketing Electronic Commerce Verlag E-Commerce Verlagswerbung
Online Access:	Inhaltsverzeichnis
Physical Description:	165 Seiten Illustrationen 21 cm
ISBN:	9783934054547 3934054544

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MARC


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Record in the Search Index

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adam_text	INHALT VORWORT DER HERAUSGEBER ......................................... S 1 GRUNDLAGEN DES MARKETINGS IN DER DIGITALEN WELT ............................................................ 9 1.1 MARKETING-MIX ........................................................................... 15 1.2 ONLINE-MARKETING 17 1.3 E-COMMERCE UND MULTI-CHANNEL-RETAIL (MCR).......................... 23 1.4 ZIELGRUPPEN IM MARKT DER ONLINE-MEDIEN .............................. 25 1.5 MARKEN- UND PRODUKTQUALITAET .................................................. 27 1.6 DIGITALE VERLAGSERZEUGNISSE UND VERAENDERUNGEN IM BUCHMARKT ............................................................................ 30 2 ONLINE-KOMMUNIKATIONSPOLITIK 33 2.1 CORPORATE-WEBSITES ................................................................... 36 2.2 ONLINE-PR .................................................................................... 43 2.3 ONLINE-WERBUNG .............. 49 2.4 SUCHMASCHINEN-MARKETING........................................................ 58 2.5 E-MAIL-MARKETING......................................................................... 60 2.6 AFFILIATE-MARKETING..................................................................... 63 2.7 SOCIAL M ED IA................................................................................ 67 3 PRODUKTPOLITIK .......................................................... 77 3.1 E-BOOKS, HOERBUCH UND E-BOOK-READER .................................. 81 3.2 VOM BUCH ZUR SOFTWARE ............................................................ 87 3.3 PRINTING-ON-DEMAND (POD)/ PUBLISHING-ON-DEMAND ............. 89 3.4 PROSUMENTEN UND OPEN INNOVATION ......................................... 91 3.5 AGFA - DIE GROSSEN VIER ALS GAME CHANGEN .......................... 92 4 D ISTRIB U TIO N S P O LITIK : E-COMMERCE UND S TA TIO N AE RE R H A N D E L ............................ 95 4.1 DIE AUSWIRKUNGEN DIGITALER PRODUKTE AUF DEN H AN D EL ......... 98 4.2 PRINZIPIEN DES E-COMMERCE ...................................................... 99 4.3 M-COMMERCE .............................................................................. 101 4.4 SOCIAL COMMERCE......................................................................... 104 4.5 NEUE VERLAGSKOMPETENZEN: CRM, ACRM, EC R M ..................... 108 4.6 UNABHAENGIGKEIT VOM STATIONAEREN HANDEL .............................. 110 5 E RFOLGSKONTROLLE IM O N LIN E -M A RK E TIN G ........................ 113 5.1 WEBANALYSE/WEBTRACKING.......................................................... 115 5.2 EYETRACKING/MOUSETRACKING ...................................................... 116 5.3 KAMPAGNENKOORDINATION .......................................................... 118 5.4 SOCIAL-MEDIA-MESSUNG .............................................................. 119 5.5 IMPACT-MESSUNG IM PR-SEKTOR ................................................. 120 5.6 ERFOLGSMESSUNG FUER NEWSLETTER-KAMPAGNEN .......................... 121 5.7 ERFOLGSMESSUNG FUER KUNDENZUFRIEDENHEIT .............................. 122 6 K ON TRAH IERU N G SP O LITIK (PREIS- UND G ESCHAEFTSM ODELLE) ....................................... 123 6.1 PREISWETTBEWERB BEI VERLAGSPRODUKTEN .................................. 124 6.2 E-BOOKS ........................................................................................ 125 6.3 NEUE UND GEBRAUCHTE PRODUKTE ............................................... 129 6.4 INDIVIDUALISIERUNG....................................................................... 131 6.5 CROWDFUNDING ............................................................................. 134 6.5 PARTIZPATIVES AUTHORING UND OPEN INNOVATION ....................... 135 7 RECHTSRAHM EN FUE R O N LIN E -M A RK E TIN G UND E -C O M M E RC E ................................................................... 137 7.1 RECHTSRAHMEN FUER ONLINE-MARKETING ....................................... 137 7.2 RECHTLICHE ASPEKTE DES BUCHGESCHAEFTS.................................... 140 7.3 OPEN ACCESS UND DIE VERMARKTBARKEIT VON FACHINHALTEN * 145 8 STRATEGISCHES M A N A G E M E N T UND D IG ITA LE R M A RK E TIN G -M IX ........................................... 149 8.1 STRATEGISCHE AUSWIRKUNGEN DES MULTICHANNEL-MARKETINGS .. 153 8.2 OFFENHEIT FUER ALLE VERTRIEBSVARIANTEN ....................................... 154 8.3 MARKETING-MIX ALS SYSTEM UND STRATEGIE - KUENFTIGE HERAUSFORDERUNGEN .................................................... 155 VERWENDETE UND WEITERFUEHRENDE LITERATUR ........................... 156 #SPOTLIGHTS ................................................................................ 159 SACHREGISTER................................................................................ 163
any_adam_object	1
author	Breyer-Mayländer, Thomas 1971- Bramann, Klaus-W. 1954-
author_GND	(DE-588)131655906 (DE-588)123412544
author_facet	Breyer-Mayländer, Thomas 1971- Bramann, Klaus-W. 1954-
author_role	aut aut
author_sort	Breyer-Mayländer, Thomas 1971-
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building	Verbundindex
bvnumber	BV044271159
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dewey-full	658.87202854678 070.50688
dewey-hundreds	600 - Technology (Applied sciences) 000 - Computer science, information, general works
dewey-ones	658 - General management 070 - Documentary, educational, news media; journalism
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dewey-sort	3658.87202854678
dewey-tens	650 - Management and auxiliary services 070 - Documentary, educational, news media; journalism
discipline	Allgemeines Wirtschaftswissenschaften
format	Book
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illustrated	Illustrated
indexdate	2025-02-20T06:44:16Z
institution	BVB
institution_GND	(DE-588)1065716265
isbn	9783934054547 3934054544
language	German
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-029675772
oclc_num	974522350
open_access_boolean
owner	DE-29 DE-M347 DE-863 DE-BY-FWS DE-91 DE-BY-TUM
owner_facet	DE-29 DE-M347 DE-863 DE-BY-FWS DE-91 DE-BY-TUM
physical	165 Seiten Illustrationen 21 cm
publishDate	2017
publishDateSearch	2017
publishDateSort	2017
publisher	Bramann
record_format	marc
series	BRAMANNBasics
series2	BRAMANNBasics
spellingShingle	Breyer-Mayländer, Thomas 1971- Bramann, Klaus-W. 1954- Online-Marketing und E-Commerce für Buchverlage BRAMANNBasics Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd Verlag (DE-588)4063004-3 gnd
subject_GND	(DE-588)7706419-7 (DE-588)4592128-3 (DE-588)4063004-3
title	Online-Marketing und E-Commerce für Buchverlage
title_auth	Online-Marketing und E-Commerce für Buchverlage
title_exact_search	Online-Marketing und E-Commerce für Buchverlage
title_full	Online-Marketing und E-Commerce für Buchverlage Thomas Breyer-Mayländer, Klaus-W. Bramann
title_fullStr	Online-Marketing und E-Commerce für Buchverlage Thomas Breyer-Mayländer, Klaus-W. Bramann
title_full_unstemmed	Online-Marketing und E-Commerce für Buchverlage Thomas Breyer-Mayländer, Klaus-W. Bramann
title_short	Online-Marketing und E-Commerce für Buchverlage
title_sort	online marketing und e commerce fur buchverlage
topic	Online-Marketing (DE-588)7706419-7 gnd Electronic Commerce (DE-588)4592128-3 gnd Verlag (DE-588)4063004-3 gnd
topic_facet	Online-Marketing Electronic Commerce Verlag
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029675772&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
volume_link	(DE-604)BV041813409
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Call Number:	1000 AN 46700 B848 O5
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