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Marketing Weiterdenken pp 187–199Cite as

Kundenorientierung durch augmentiertes Marketing

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Zusammenfassung

Die Digitalisierung verursacht einerseits neue Herausforderungen für die Marketingdisziplin. Sie bietet aber auch vielfältige Ansatzpunkte, um die aktuelle Akzeptanzkrise des Marketing zu überwinden. Kern des Marketingansatzes ist die Marktorientierung, die sich auf die Ausrichtung an sämtlichen Marktteilnehmern bezieht. Im Kontext der Digitalisierung rückt die radikale Orientierung an einzelnen (potenziellen) Kunden in den Mittelpunkt des Marketing, die eine Abkehr des anbieterzentrierten Marketingmix-Denkens erfordert. Durch die Digitalisierung kann eine Rückbesinnung auf eine echte Kundenorientierung gefördert werden, weil datenbasiert die Individualisierung von Produkten und Serviceleistungen zu einer Verbesserung von Qualität und Convenience führt. Parallel entlastet eine zunehmende Marketing-Automatisation die Marketingabteilungen von operativen Routineaufgaben. Hierdurch werden somit notwendige Freiräume geschaffen für echte Kundenorientierung, bei der jeder einzelne Kunde im Mittelpunkt steht.

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Author information

Authors and Affiliations

  1. Bonn, Deutschland

    Jürgen Gerdes

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  1. Jürgen Gerdes
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Correspondence to Jürgen Gerdes .

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Editors and Affiliations

  1. LS f. Marketing u. Unternehmensführung, Universität Basel , Basel, Switzerland

    Manfred Bruhn

  2. HHL Leipzig Graduate Sch of Mgmt, Leipzig, Sachsen, Germany

    Manfred Kirchgeorg

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Gerdes, J. (2018). Kundenorientierung durch augmentiertes Marketing. In: Bruhn, M., Kirchgeorg, M. (eds) Marketing Weiterdenken. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18538-1_14

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  • DOI: https://doi.org/10.1007/978-3-658-18538-1_14

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-18537-4

  • Online ISBN: 978-3-658-18538-1

  • eBook Packages: Business and Economics (German Language)

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