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Digitales B2B-Marketing in China

Digitales B2B-Marketing in China

Lexie Yueting Pan / Nils Horstmann

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Editorial:
Springer Nature B.V.
Año de edición:
2026
Materia
Negocios internacionales
ISBN:
9783658528379
22,42 €
IVA incluido
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Sobre IBD

China gehört zu den dynamischsten und zugleich komplexesten Märkten weltweit – insbesondere im digitalen B2B-Marketing. Dieses Essential zeigt, warum klassische westliche Ansätze hier nicht funktionieren und wie Unternehmen stattdessen erfolgreich agieren. Praxisnah und kompakt vermittelt das Buch ein fundiertes Verständnis der chinesischen Plattformökonomie, der kulturellen Besonderheiten sowie der spezifischen Customer Journey. Es bietet eine klare strategische Roadmap für den Markteintritt und die Weiterentwicklung bestehender Aktivitäten – von der Analyse über die Positionierung bis hin zur operativen Umsetzung. Konkrete Best Practices, Checklisten und aktuelle Trends wie KI und datengetriebenes Marketing machen das Essential zu einem wertvollen Leitfaden für Fach- und Führungskräfte, die ihr China-Geschäft systematisch aufbauen und nachhaltig skalieren möchten.

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