Events und Künstliche Intelligenz
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Home > Business and Economics Books > Business and Management > Sales and marketing > Online / Social media Marketing > Events und Künstliche Intelligenz: Aktuelle Ergebnisse der Eventforschung(Markenkommunikation und Beziehungsmarketing)
Events und Künstliche Intelligenz: Aktuelle Ergebnisse der Eventforschung(Markenkommunikation und Beziehungsmarketing)

Events und Künstliche Intelligenz: Aktuelle Ergebnisse der Eventforschung(Markenkommunikation und Beziehungsmarketing)


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About the Book

Digitalisierung und Künstliche Intelligenz sind aktuelle Entwicklungstrends, die die Event- und Messebranche revolutionieren. Aus Sicht der Forschung stellt sich u. a. die Frage nach den Wertschöpfungspotentialen und der Mensch-Maschine-Kollaboration. In diesem Band werden neue Studien und umfangreiche Informationen zu digitalen Komponenten und KI-gesteuerte Tools vorgestellt, die neue Optionen für Live-Erlebnisse eröffnen. Ebenso werden innovative Konzepte zur Nachhaltigkeit im Event- und Messekontext und regenerative Geschäftsmodelle diskutiert. Weitere interessante Beiträge beschäftigen sich mit der Geschlechtergleichheit auf Festivalbühnen und dem Sponsorenrechtsschutz bei der Fußball EM 2024.



Table of Contents:

Daten- & KI-gesteuertes Eventmanagement – wo die Branche steht.- Digitale Komponenten bei Markeninszenierungen auf Messen – Ein Jahrzehnt empirischer Forschung am Messestand.- Künstliche Intelligenz im Veranstaltungsmanagement: Wertstiftungspotentiale und die Zukunft der Mensch-Maschine-Kollaboration.- Event Communication 4.0: Transformation und Potenziale durch KI-basierte Tools.- Sind virtuelle Influencer auch eventtauglich?.- Mehrwert von Messebesuchen.- Charakterisierung regenerativer Geschäftsmodelle für das Messebauwesen.- Ohne Nudging keine Nachhaltigkeit – Zur Bedeutung und Notwendigkeit von Nudging als Nachhaltigkeitsstrategie auf Festivals.- Agile Event Sustainability.- Ökologische Nachhaltigkeit bei einem Messeauftritt - Eine Stakeholderanalyse im Rahmen einer Fallstudie mit Mixed-Methods-Ansatz.- Nachhaltigkeit als Ergebnis ko-kreativer (Kommunikations-)Prozesse in der Beziehungstriade des Messemanagements – ein Werkstattbericht.- Geschlechtergleichheit auf deutschen Festivalbühnen – soziale und wirtschaftliche Nachhaltigkeit durch ausgeglichene Line-ups.- Haltung als Schlüssel: Resilienz und Agilität in der Veranstaltungswirtschaft.- Reenfakement.



About the Author :

Prof. Dr. Cornelia Zanger ist emeritierte Marketingprofessorin der TU Chemnitz und betreibt seit 30 Jahren Forschungsarbeit zum Event- und Messemarketing. 2008 initiierte sie die Wissenschaftliche Konferenz Eventforschung, die seitdem alljährlich stattfindet und ca. 300 Teilnehmer erreicht. Die wissenschaftlichen Beiträge werden im jährlichen Konferenzband veröffentlicht. Bisher sind 15 Bände zu den jeweils aktuellen Themen der Eventforschung erschienen.


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Product Details
  • ISBN-13: 9783658512866
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 266
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Series Title: Markenkommunikation und Beziehungsmarketing
  • Width: 148 mm
  • ISBN-10: 3658512865
  • Publisher Date: 05 Aug 2026
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Sub Title: Aktuelle Ergebnisse der Eventforschung


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