Introduction to the Information Technology Basics of Multichannel Marketing

Bernd W. Wirtz
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Bernd W. Wirtz: German University of Administrative Sciences Speyer

Chapter 8 in Multichannel Marketing, 2024, pp 123-125 from Springer

Abstract: Abstract This chapter examines the structure of Part III of the textbook. This part covers the technical basics of multichannel marketing. Information management, internet communication and digital payment systems are discussed first. It then analyzes current developments such as the Internet of Things and artificial intelligence. Finally, this part looks at big data, cloud computing, blockchain technology, and digital automation and robotics.

Date: 2024
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DOI: 10.1007/978-3-658-44675-8_8

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