View
698
Download
1
Category
Tags:
Preview:
Citation preview
Christian BluemelhuberINBEV BAILLET LATOUR PROFESSOR D´EUROMARKETING
überüber
AUS DER SICHT DESKUNDENORIENTIERTEN
digitaloder was?
alles
MARKETING
FIT
_AN ADD-ON
_AN EXPERIENCE
_STH LEARNED
CULTURE
ITS MY
TRADITIONALDIGITAL? CONNECTED
��
������
��������
�������� �
�� �������� ����
��� ����������
����
����
��� �������
�� ��
�������� ���������
digital as...digital as...
3 X das web3 X das web
UPload�������
IMPLICITDOWN������� ������� �������
load
������������������ �������
crea! & cura!PARTICIPATION
����� � ������social connection
informationentertainm.
SERVICE
creates
FRIENDS &
PROSUMER
OUR LIVES:
��������������
inspired by: Hope Jensen Schau, Mary Gilly & Mary Wolfinberger, JCR 2/2009
DIGITIZED
one finds.
���
#��"�"���#�����#��#����
self�"���#�"���#�����#��#�
Thomas Szasz
Life Narrative
EFFIZIENZ
FREUND
STRATEGEN
�����
LINKS���������������
Bernard Covale ����
THE
importe PLUSQUE LE bien
���� IS MORE IMPORTANT THAN THE thing
LINKING VALUE
�������������� ����
mediterraneanapproach
����������
PRO/CON/SUMERSare gaining increasing control over
Processes and resources
AND COMPANIES ARE NO LONGER ABLE TO FULLY
CONTROL and economically appropriate
the outcomes OF THESE PROCESSES
COVA, DALLI & ZWICK 2011
CO-nsumer CATIONSSPECIF
I
SELLERS COMPETE
for Buyers purchase
INTENTIONECONOMY
DESIGNPRODUCTION
BRAND
RETENTIONPRGR
��������
��������
real co-creation?real co-creation?
ENGAGENOT PERSUADE ����������������
GIVE UP 10 FRIENDSFOR ONE1 WHOPPER
whopperwhoppersacrificesacrifice
lucky
�����#�������"��������
AUTHOR OF „THE VIKING MANIFESTO“CLAES ANDREASSON
SPERMstrategy
«Strategie» für mehr«Strategie» für mehrGlückGlückDIEDIE
INNOVATION UND FORTSCHRITTVERLANGEN NACH EXPERIMENTEN
%�!��#��"����� "�#���%�!�����"�
#�"� !"#�"&�������%����
#���$� ��!������������$��������� ��� � ��ERIC BEINHOCKER, SLOAN MGMT REVIEW 99.
So WHAT?NUN ZUR DIGITALEN ÖKONOMIE
Recommended