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Dialog Excellence: Erfolgswirkungen und -determinanten des Dialogmarketing

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Dialogmarketing Perspektiven 2018/2019

Zusammenfassung

Die direkte und interaktive Kommunikation mit Interessenten und Kunden gilt in vielen Branchen als eine wichtige Grundlage der marktorientierten Unternehmensführung. Aufgrund der dynamischen Entwicklung immer neuer Kommunikationsinstrumente und -applikationen steigt die Komplexität des Kommunikationsmanagements. Die Entscheidungsfindung bei der Auswahl von Kommunikationsformen und -medien sowie die Budgetallokation werden zunehmend schwieriger, zumal die Kommunikationsetats nicht in derselben Geschwindigkeit und in gleichem Umfang steigen. Kommunikationsverantwortliche stehen deshalb vor der Herausforderung, das beschränkte Budget auf die „richtigen“ Kommunikationsformen bzw. -instrumente zu verteilen. Hier haben Kommunikationsformen und -instrumente einen Vorteil, die bereits einen Nachweis für ihren Erfolgsbeitrag geliefert haben. Im vorliegenden Beitrag wird auf Basis konzeptioneller Überlegungen und einer empirischen Überprüfung der Erfolgsbeitrag des Dialogmarketing bewertet. Hierbei werden auch Determinanten präsentiert, die den Einfluss des Dialogmarketing auf den Markt- und Kundenerfolg fördern. Auf dieser Grundlage werden einige Hinweise für den Erfolg versprechenden Einsatz des Dialogmarketing in Unternehmen geliefert.

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    Andreas Mann

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Mann, A. (2019). Dialog Excellence: Erfolgswirkungen und -determinanten des Dialogmarketing. In: Deutscher Dialogmarketing Verband e.V. (eds) Dialogmarketing Perspektiven 2018/2019. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-25583-1_1

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