Step 2: Concept Development

Alexander Schwarz-Musch (), Alexander Tauchhammer () and Bernhard Guetz ()
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Alexander Schwarz-Musch: Fachhochschule Kärnten Villach
Alexander Tauchhammer: Fachhochschule Kärnten Villach
Bernhard Guetz: Fachhochschule Kärnten Villach

Chapter Chapter 3 in Quick Guide Digital Marketing Roadmap, 2026, pp 41-66 from Springer

Abstract: Abstract Concept development is characterized by the selection of touchpoints and the definition of measures and content. When selecting touchpoints, it is important to choose those that appear relevant to your customers or potential customers. From an internal company perspective, it is also important to select touchpoints that can be effectively managed with the available resources and are compatible with both the company structure and the business environment.

Date: 2026
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DOI: 10.1007/978-3-658-50823-4_3

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