This book looks at the potentials and conditions of blockchain technology for corporate marketing.
In the course of this, the following questions are dealt with:
• What potential influences does the technology have on marketing and communication in companies?
• What are the competitive advantages for companies through the implementation and use of the technology in marketing?
• How can companies meet the challenge of sustainability with technology?
In a two-stage, qualitative empirical survey with blockchain experts, concrete application examples of blockchain technology for marketing are worked out in order to then examine them with marketing experts for their relevance and feasibility in various industries.
The question arises: Is blockchain technology already mature enough to revolutionize marketing in the mass market?
Jessica Scherf is a graduate communication scientist and has a master’s degree in Sustainable Marketing & Leadership at the Fresenius University of Applied Sciences, Business and Media, Cologne. She is currently working as a Business Insights Analyst.
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