Hyper-Personalization
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Home > Business and Economics Books > Business and Management > Sales and marketing > Customer services > Hyper-Personalization: Strategien, Potenziale und Anwendungen für eine personalisierte Kundenansprache(PraxisWissen Marketing – Arbeitsgemeinschaft für Marketing)
Hyper-Personalization: Strategien, Potenziale und Anwendungen für eine personalisierte Kundenansprache(PraxisWissen Marketing – Arbeitsgemeinschaft für Marketing)

Hyper-Personalization: Strategien, Potenziale und Anwendungen für eine personalisierte Kundenansprache(PraxisWissen Marketing – Arbeitsgemeinschaft für Marketing)


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About the Book

Die elfte Ausgabe der Reihe „PraxisWissen Marketing” widmet sich einem der dynamischsten Felder der modernen Kundenansprache. Der Band zeigt, wie künstliche Intelligenz und Echtzeitdaten es Unternehmen ermöglichen, Inhalte, Angebote und Interaktionen weit über die klassische Segmentierung hinaus individuell zuzuschneiden. Wissenschaftlich fundiert verbindet das Buch neueste Erkenntnisse der Marketingforschung mit praxisnahen Anwendungen – von immersiven XR-Erlebnissen über KI-gestützte Finanzservices bis hin zu personalisierter Change- und Employer-Kommunikation. Damit bietet es Entscheidungsträgern, Marketingverantwortlichen und Forschenden einen umfassenden Überblick über die Chancen, Potenziale und Herausforderungen hyperpersonalisierter Wertschöpfung.



Table of Contents:

Immersive Consumer Experience: XR-Technologien als Instrument hyper-personalisierter Customer Journeys.- Zukunftstechnologie Agent-Banking: Anwendungsfälle und Herausforderungen für KI-gestützte personalisierte Finanzdienstleistungen.-  Von der Kunden- zur Mitarbeitendenansprache: Ein Framework für Hyper-Personalization in der Change Kommunikation bei KI-Einführungen.- Möglichkeiten daten- und KI-gestützter Verfahren für das Employer Branding: Hyper-Personalization von Bewerber- und Mitarbeitererfahrungen.- When Ads Appear Personal, Do Products Have to Follow? – How Highly Personalized Ads Influence Product Customization Expectations.- Real-Time, Real Creepy? Transparency Cues and the Perils of Hyper-Personalization.



About the Author :

Prof. Dr. Mahmut Arica ist Professor für Allgemeine Betriebswirtschaftslehre, insbesondere Marketing & Digitalisierung, an der FOM Hochschule für Oekonomie & Management Münster. Er verfügt über zwei Jahrzehnte Marketing- und Vertriebserfahrung u.a. bei IBM, Siemens, Capgemini und Oracle und war zuletzt Chief Marketing Officer bei einem mittelständischen Unternehmen. Er ist Mitglied des Kompetenzcentrum für Marketing & Sales Management (KCMS) und leitet die Forschungsgruppe Digital Consulting im Institut für IT-Management & Digitalisierung (ifid).

Prof. Dr. Annett Wolf ist seit 2012 als Professorin für Marketing und Strategische Unternehmensführung an der Hochschule für Technik und Wirtschaft (HTW) Berlin tätig. An der Martin-Luther-Universität Halle-Wittenberg promovierte sie am Lehrstuhl für Marketing & Handel von Prof. Dr. Dirk Möhlenbruch und arbeitete als Beraterin für verschiedene Unternehmen aus Industrie und Handel. Seit Oktober 2018 ist sie im Wissenschaftlichen Beirat von Conomic Research & Results GmbH tätig. Beide gehören der Arbeitsgemeinschaft für Marketing (AfM) an, einem Zusammenschluss der Marketing-Professor*innen an Hochschulen im deutschsprachigen Raum.


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Product Details
  • ISBN-13: 9783658516345
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 142
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Series Title: PraxisWissen Marketing – Arbeitsgemeinschaft für Marketing
  • Width: 148 mm
  • ISBN-10: 3658516348
  • Publisher Date: 13 Jul 2026
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Returnable: N
  • Sub Title: Strategien, Potenziale und Anwendungen für eine personalisierte Kundenansprache


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Hyper-Personalization: Strategien, Potenziale und Anwendungen für eine personalisierte Kundenansprache(PraxisWissen Marketing – Arbeitsgemeinschaft für Marketing)
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