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This book combines scientifically grounded insights with practical best practices and helps bring clarity to the oftenoverwhelming MarTech landscape. Andreas Fuchs demonstrates how companies can make optimal use of their data foundation, create personalized customer experiences, and intelligently orchestrate marketing processes.
The Marketing Technology Framework serves as the structured foundation-from data strategy and smart segmentation to seamless crosschannel customer interaction. Numerous realworld examples and concrete recommendations make this book an indispensable guide for anyone who wants to leverage MarTech as a true engine of growth.
ContentsWhy MarTech is the future of marketing
Know Phase: Building a solid data foundation
Analyze Phase: Understanding and predicting customer behavior
Orchestrate Phase: Creating a unified experience across all channels
Engage & Measure Phase: Measuring and optimizing marketing activities
Artificial Intelligence and automation in marketing
This book combines scientifically grounded insights with practical best practices and helps bring clarity to the oftenoverwhelming MarTech landscape. Andreas Fuchs demonstrates how companies can make optimal use of their data foundation, create personalized customer experiences, and intelligently orchestrate marketing processes.
The Marketing Technology Framework serves as the structured foundation-from data strategy and smart segmentation to seamless crosschannel customer interaction. Numerous realworld examples and concrete recommendations make this book an indispensable guide for anyone who wants to leverage MarTech as a true engine of growth.
ContentsWhy MarTech is the future of marketing
Know Phase: Building a solid data foundation
Analyze Phase: Understanding and predicting customer behavior
Orchestrate Phase: Creating a unified experience across all channels
Engage & Measure Phase: Measuring and optimizing marketing activities
Artificial Intelligence and automation in marketing
Prof. Dr. Andreas Fuchs is a Professor of Marketing and Digital Business at the Technical University of Applied Sciences Würzburg-Schweinfurt and a leading expert in marketing technology, marketing automation, and artificial intelligence. He is a keynote speaker and author, and publishes one of the leading marketing newsletters on Substack, "Future of Marketing", available at [...]
Previously, he co founded a company in the field of marketing automation and held various managerial roles in marketing and sales at one of Germany’s largest technology enterprises. This rare combination of professor, entrepreneur, and author allows him to bridge science and practice and to provide clear orientation on how marketing is reinventing itself.
Why MarTech Is the Future of Marketing.- Know Phase: Building a Data Foundation.- Analyze Phase: Understanding and Predicting Customer Behavior.- Orchestrate Phase: Creating a Unified Experience Across All Channels.- Engage & Measure Phase: Measuring and Optimizing Marketing Activities.- Artificial Intelligence and Automation in Marketing.
| Erscheinungsjahr: | 2026 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Recht, Sozialwissenschaften, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: |
xx
216 S. 35 s/w Illustr. 33 farbige Illustr. 216 p. 68 illus. 33 illus. in color. |
| ISBN-13: | 9783658511654 |
| ISBN-10: | 3658511656 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Fuchs, Andreas |
| Hersteller: | Springer |
| Verantwortliche Person für die EU: | Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com |
| Maße: | 240 x 168 x 13 mm |
| Von/Mit: | Andreas Fuchs |
| Erscheinungsdatum: | 14.07.2026 |
| Gewicht: | 0,451 kg |
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