Title: Results of an empirical research project: Location Based Marketing in the German Retail Market Authors: Hans-Christian Riekhof, Lisa Hartenstein This study by the PFH Private University of Göttingen aims to reflect the current state of development of Location Based Marketing (LBM) in the German retail market. The central consideration is that marketing budgets are not only shifting away from traditional media towards online media, but that the customer can increasingly be reached on site on his smartphone - because he ultimately uses the smartphone actively during shopping. The focus of the investigation is on the expectations and requirements of the trade for this forward-looking form of customer dialogue, and the existing experiences of the trade are also to be documented. This should also contribute to advancing the search for the best possible concepts.

Title: Results of an empirical research project: Location Based Marketing in the German Retail Market Authors: Hans-Christian Riekhof, Lisa Hartenstein This study by the PFH Private University of Göttingen aims to reflect the current state of development of Location Based Marketing (LBM) in the German retail market. The central consideration is that marketing budgets are not only shifting away from traditional media towards online media, but that the customer can increasingly be reached on site on his smartphone - because he ultimately uses the smartphone actively during shopping. The focus of the investigation is on the expectations and requirements of the trade for this forward-looking form of customer dialogue, and the existing experiences of the trade are also to be documented. This should also contribute to advancing the search for the best possible concepts. Location-based Marketing Ergebnisse
Title: Results of an empirical research project: Location Based Marketing in the German Retail Market Authors: Hans-Christian Riekhof, Lisa Hartenstein This study by the PFH Private University of Göttingen aims to reflect the current state of development of Location Based Marketing (LBM) in the German retail market. The central consideration is that marketing budgets are not only shifting away from traditional media towards online media, but that the customer can increasingly be reached on site on his smartphone - because he ultimately uses the smartphone actively during shopping. The focus of the investigation is on the expectations and requirements of the trade for this forward-looking form of customer dialogue, and the existing experiences of the trade are also to be documented. This should also contribute to advancing the search for the best possible concepts.
Title: Results of an empirical research project: Location Based Marketing in the German Retail Market Authors: Hans-Christian Riekhof, Lisa Hartenstein This study by the PFH Private University of Göttingen aims to reflect the current state of development of Location Based Marketing (LBM) in the German retail market. The central consideration is that marketing budgets are not only shifting away from traditional media towards online media, but that the customer can increasingly be reached on site on his smartphone - because he ultimately uses the smartphone actively during shopping. The focus of the investigation is on the expectations and requirements of the trade for this forward-looking form of customer dialogue, and the existing experiences of the trade are also to be documented. This should also contribute to advancing the search for the best possible concepts.


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Title: Results of an empirical research project: Location Based Marketing in the German Retail Market
Authors: Hans-Christian Riekhof, Lisa Hartenstein

This study by the PFH Private University of Göttingen aims to reflect the current state of development of Location Based Marketing (LBM) in the German retail market.
The central consideration is that marketing budgets are not only shifting away from traditional media towards online media, but that the customer can increasingly be reached on site on his smartphone – because he ultimately uses the smartphone actively during shopping. The focus of the investigation is on the expectations and requirements of the trade for this forward-looking form of customer dialogue, and the existing experiences of the trade are also to be documented. This should also contribute to advancing the search for the best possible concepts.