Die neue Studie des Zukunftsinstituts liefert einen Rund-um-Blick auf aktuelle Marketingtrends und beschreibt den Paradigmenwechsel in der werblichen Kommunikation: Dialog mit dem Kunden wird zur zwingenden Komponente jeder Kampagne, Einbahnstraßen-Botschaften erreichen niemanden mehr. Neue technische Möglichkeiten - Stichwort Social Networks - spielen dabei eine zentrale Rolle, denn sie bringen ganz neue Verhaltensmuster. Doch auch klassische Marketingkanäle wie TV oder Print behalten ihre Gültigkeit - nur nicht länger am Kunden vorbei, sondern maßgeschneidert und von ihm selber mitentwickelt. Das Redaktionsteam der Studie unter der Leitung von Thomas Huber beschreibt mit vielen Beispielen aus der Marketingpraxis die 50 relevantesten Trendentwicklungen, unterteilt in pvkbh Tslatjk.
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