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Boosting the Dialogmarketing-Performance: Diskussion von State-of-the-Art-Forschungsansätzen zu Erfolgsbeitragsfaktoren im Dialogmarketing

  • Matthias Kaiser
  • Jérôme Jetter
  • Felix Storch
Chapter

Zusammenfassung

Zahlreiche Forschungsbeiträge im Kontext von Dialogmarketing untersuchen das Spektrum dieser relativ jungen Marketingdisziplin aus verschiedenen Betrachtungswinkeln. Dieser Beitrag thematisiert insbesondere Forschungsansätze zur Performancesteigerung des Dialogmarketings in der neueren Forschungsliteratur, da ein kurzbis mittelfristiger Transfer von möglichen Erfolgsbeitragsfaktoren in die Praxis zu erwarten ist.

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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  • Matthias Kaiser
    • 1
  • Jérôme Jetter
    • 1
  • Felix Storch
    • 1
  1. 1.Rechts- und Wirtschaftswissenschaftliche Fakultät Lehrstuhl für Innovations- und DialogmarketingUniversität BayreuthBayreuthDeutschland

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