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Nachdem Unternehmen Klarheit über das Kundenverhalten und die damit zusammenhängenden Determinanten haben, gilt es, in einem zweiten Schritt eine Strategie auszuarbeiten, die die bestmögliche Befriedigung der Kundenbedürfnisse in den Mittelpunkt des Handelns setzt. Je besser dieses den Unternehmen gelingt, umso besser lassen sich damit deren eigene Ziele verwirklichen. Dabei gilt es zunächst, einen Marketingplan zu entwickeln.
Marketing ist allgegenwärtig! Es begegnet Ihnen im Supermarkt, in Onlineshops und in sozialen Medien. Doch was steckt konkret hinter dem Marketing und wie gestalten Unternehmen es erfolgreich? Auf diese und weitere Fragen geht das Buch im Detail ein. Zu Beginn vermittelt es Grundlagen zum Konsumentenverhalten, zum Kaufprozess und zur persönlichen Kaufentscheidung. Vor diesem Hintergrund erläutert es Ziele und Maßnahmen der strategischen Marketingplanung. Darauf aufbauend präsentiert es Aspekte einer operativen Marketingplanung und diskutiert die Marken-, Produkt-, Distributions-, Kommunikations- sowie Preispolitik ausführlich. Marketingprofis geben Einblicke in die Praxis. Ein Best Practice-Beispiel macht das Gelernte schnell (be)greifbar.
Radiofrequency ablation is an ablation technique to treat tumors with focused heat. Computer tomography, ultrasound and magnetic resonance imaging (MRI) are imaging modalities which can be used for image-guided procedures. MRI offers several advantages in comparison to the other imaging modalities, such as radiation-free fluoroscopic imaging, temperature mapping, a high-soft-tissue contrast and free selection of imaging planes. This work addresses the application of 3Dcontrollers for controlling interventional, fluoroscopic MR sequences at the scenario of MR guided radiofrequency ablation of hepatic malignancies. During this procedure, the interventionalist can monitor the targeting of the tumor with near-real time fluoroscopic sequences. In general, adjustments of the imaging planes are necessary during tumor targeting, which is performed by an assistant in the control room. Therefore, communication between the interventionalist in the scanner room and the assistant in the control room is essential. However, verbal communication is impaired due to the loud scanning noises. Alternatively, non-verbal communication between the two persons is possible, however limited to a few gestures and susceptible to misunderstandings. This work is analyzing different 3D-controllers to enable control of interventional MR sequences during MR-guided procedures directly by the interventionalist. Leap Motion, Wii Remote, SpaceNavigator, Phantom Omni and Foot Switch were selected. For that a simulation was built in C++ with VTK to feign the real scenario for test purposes. Previous results showed that Leap Motion is not suitable for the application while Wii Remote and Foot Switch are possible input devices. Final evaluation showed a generally time reduction with the use of 3D-controllers. Best results were reached with Wii Remote in 34 seconds. Handholding input devices like Wii Remote have further potential to integrate them in real environment to reduce intervention time.
Digitization of societies changes the way we live, work, learn, communicate, and collaborate. In the age of digital transformation IT environments with a large number of rather small structures like Internet of Things (IoT), microservices, or mobility systems are emerging to support flexible and agile digitized products and services. Adaptable ecosystems with service oriented enterprise architectures are the foundation for self-optimizing, resilient run-time environments and distributed information systems. The resulting business disruptions affect almost all new information processes and systems in the context of digitization. Our aim are more flexible and agile transformations of both business and information technology domains with more flexible enterprise information systems through adaptation and evolution of digital enterprise architectures. The present research paper investigates mechanisms for decision-controlled digitization architectures for Internet of Things and microservices by evolving enterprise architecture reference models and state of the art elements for architectural engineering for micro-granular systems.
Digitization fosters the development of IT environments with many rather small structures, like Internet of Things (IoT), microservices, or mobility systems. They are needed to support flexible and agile digitized products and services. The goal is to create service-oriented enterprise architectures (EA) that are self optimizing and resilient. The present research paper investigates methods for decision-making concerning digitization architectures for Internet of Things and microservices. They are based on evolving enterprise architecture reference models and state of the art elements for architectural engineering for microgranular systems. Decision analytics in this field becomes increasingly complex and decision support, particularly for the development and evolution of sustainable enterprise architectures, is sorely needed. The challenging of the decision processes can be supported with in a more flexible and intuitive way by an architecture management cockpit.
Digital enterprise architecture management in tourism : state of the art and future directions
(2018)
The advance of information technology impacts tourism more than many other industries, due to the service character of its products. Most offerings in tourism are immaterial in nature and challenging in coordination. Therefore, the alignment of IT and strategy and digitization is of crucial importance to enterprises in tourism. To cope with the resulting challenges, methods for the management of enterprise architectures are necessary. Therefore, we scrutinize approaches for managing enterprise architectures based on a literature research. We found many areas for future research on the use of enterprise architecture in tourism.
Digitization transforms business process models and processes in many enterprises. However, many of them need guidance, how digitization is impacting the design of their information systems. Therefore, this paper investigates the influence of digitization on information system design. We apply a two-phase research method applying a literature review and an exploratory case study. The case study took place in the IT service provider of a large insurance enterprise. The study’s results suggest that a number of areas of information system design are affected, such as architecture, processes, data and services.
In a time of digital transformation, the ability to quickly and efficiently adapt software systems to changed business requirements becomes more important than ever. Measuring the maintainability of software is therefore crucial for the long-term management of such products. With service-based systems (SBSs) being a very important form of enterprise software, we present a holistic overview of such metrics specifically designed for this type of system, since traditional metrics – e.g. object oriented ones – are not fully applicable in this case. The selected metric candidates from the literature review were mapped to 4 dominant design properties: size, complexity, coupling, and cohesion. Microservice-based systems (μSBSs) emerge as an agile and fine grained variant of SBSs. While the majority of identified metrics are also applicable to this specialization (with some limitations), the large number of services in combination with technological heterogeneity and decentralization of control significantly impacts automatic metric collection in such a system. Our research therefore suggests that specialized tool support is required to guarantee the practical applicability of the presented metrics to μSBSs.
Towards a practical maintainability quality model for service- and microservice-based systems
(2017)
Although current literature mentions a lot of different metrics related to the maintainability of service-based systems (SBSs), there is no comprehensive quality model (QM) with automatic evaluation and practical focus. To fill this gap, we propose a Maintainability Model for Services (MM4S), a layered maintainability QM consisting of service properties (SPs) related with automatically collectable Service Metrics (SMs). This research artifact created within an ongoing Design Science Research (DSR) project is the first version ready for detailed evaluation and critical feedback. The goal of MM4S is to serve as a simple and practical tool for basic maintainability estimation and control in the context of BSs and their specialization
microservice-based systems (μSBSs).
Im Rahmen des Forschungsprojektes sollten die Möglichkeiten und Grenzen des Einsatzes von Sol-Gel-Ausrüstung für die Verbesserung der Scheuer-/Abrasionsbeständigkeit für Gewebe aus unterschiedlichen Fasermaterialien untersucht werden. Dabei lag der Schwerpunkt auf Textilien für die Bereiche Bekleidung- /Berufsbekleidung sowie Bezugsstoffe (Möbel, Automotive, Personentransport).