Although video communication offers the potential to engage with employees and consumers, many established firms adopt video as a new communication medium quite slowly and with little enthusiasm. Based on our experience with leading national and international firms, we introduce a four step...

Retailers increasingly use digital signage to inspire customers. The present article introduces C.A.P., a new customer inspiration approach that combines the ad-impressions from digital signage with purchase data from individual shoppers. These insights enable the analysis of individual customer...

The Internet of Things (IoT) promises to deliver enormous business value. More specifically, IoT solutions disrupt existing business models by opening up novel service opportunities. In order to help companies understand the opportunities and challenges of this development, we shed light on...

Anwendungen von Deep Learning sind im Marketing angekommen. Gesichtsdetektion, Gesichtserkennung, Emotions-Analyse sowie das Klassifizieren nach Alter und Geschlecht sind bereits im Einsatz. Diese Techniken haben die Gemeinsamkeit, dass der Anwender- und/oder Kundennutzen im Marketing bisher...

Das Thema «Metaverse» stellt das Marketing und Führungskräfte vor neue Herausforderungen. Wenngleich die langfristigen Veränderungen kaum absehbar sind, wird im aktuellen Hype vieles ausprobiert und nur weniges erscheint dabei wirklich nachhaltig. Der Beitrag zeigt Ansatzpunkte für...

While increasing the organizational identification of employees has been described as the ultimate goal of internal marketing and internal branding, one of its most common practices is to communicate organizational values both internally and externally. However, very little is known about the...

While increasing the organizational identification of employees has been described as the ultimate goal of internal marketing and internal branding, one of its most common practices is to communicate organizational values both internally and externally. However, very little is known about the...