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Research papers

Closing the offline/online gap

Understanding the customer is one of the biggest challenges a marketer faces in his / her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting points for the project approach described in...

Catalogue: Automotive 2008
Authors: Marc Drüner, Hendric Halley
March 3, 2008

Research papers

Web 2.0 and beyond

Web 2.0 enables users to generate, disseminate and share previously unheard of amounts of information within the web. This necessarily creates information overload, much of it useless to corporations, thus obscuring highly valuable bits and...

Catalogue: Congress 2007: Excellence
Authors: Marc Drüner, Werner Remmele
September 19, 2007