The Hamburg example shows the relevance of the diffusion theory. Hamburg's special position regarding the development of the broadband market can be attributed next to competition also to the strong marketing management. It is especially the coordination of the marketing mix according to the degree of the market development that is important. Communication, product design, and pricing as well as distribution are to be created according to the target group being in focus. This was done successfully by telecommunication companies in Hamburg, and thus Hamburg's outstanding position in the German broadband market was reached.
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