Skip to main content
SpringerLink
Log in

Ethik und Dialogmarketing: Eine Untersuchung des State-of-the-Art

  • Chapter
  • First Online:
Dialogmarketing Perspektiven 2017/2018

  • 4962 Accesses

Zusammenfassung

Ethische Fragestellungen finden im Dialogmarketing bisher wenig Berücksichtigung. Ziel dieses Beitrags ist es, den Diskus zu dem Thema anzustoßen und herauszufinden, welche Forschungsbeiträge aus der Marketingethik sich mit Problemen im Kontext von Dialogmarketing beschäftigen. Dazu wird eine wissenschaftliche Literaturrecherche in fünf relevanten Wesensmerkmalen des Dialogmarketings durchgeführt und die Ergebnisse zusammenfassend dargestellt. Die Haupterkenntnis ist, dass sich die häufigsten State-of-the-Art-Forschungsbeiträge mit dem Sammeln und Verwenden von persönlichen Kundendaten und der Personalisierung der Kommunikation beschäftigen. Die Verletzung der Privatsphäre der Kunden stellt das ethische Hauptproblem im Kontext von Dialogmarketing dar.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 49.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 64.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatur

  • Abela, A. V./Murphy, P. E. (2008): Marketing with Integrity: Ethics and the Service-Dominant Logic for Marketing. In: Journal of the Academy of Marketing Science. Vol. 36 (1), 39-53.

    Google Scholar 

  • Aguirre, E./Roggeveen, A. L./Grewal, D./Wetzels, M. (2016): The Personalization-Privacy Paradox: Implications for New Media. In: Journal of Consumer Marketing. Vol. 33 (2), 98-110.

    Google Scholar 

  • American Marketing Association: Dictionary, URL: https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=M (07.06.2017).

  • American Marketing Association: Statement of Ethics, URL: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx (07.06.2017).

  • Brenkert, George G. (2008): Marketing Ethics, Malden, MA: Blackwell Pub.

    Google Scholar 

  • Brinkmann, J. (2002): Business and Marketing Ethics as Professional Ethics. Concepts, Approaches and Typologies. In: Journal of Business Ethics. Vol. 41 (1-2), 159-177.

    Google Scholar 

  • Brubaker, S. (2007): Ethics and Regulation in Direct Marketing. In: Direct Marketing: An International Journal. Vol. 1 (1), 55-58.

    Google Scholar 

  • Bush, V./Bush, A. J./Oakley, J./Cicala, J. E. (2017): The Sales Profession as a Subculture: Implications for Ethical Decision Making. In: Journal of Business Ethics. Vol. 142 (3), 549-565.

    Google Scholar 

  • Charters, D. (2002): Electronic Monitoring and Privacy Issues in Business-Marketing: The Ethics of the Doubleclick Experience. In: Journal of Business Ethics. Vol. 35 (4), 243-254.

    Google Scholar 

  • Danna, A./Gandy Jr., O. H. (2002): All That Glitters Is Not Gold: Digging beneath the Surface of Data Mining. In: Journal of Business Ethics. Vol. 40 (4), 373-386.

    Google Scholar 

  • Deng, X./Xu, Y. (2017): Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer-Company Identification. In: Journal of Business Ethics. Vol. 142 (3), 515-526.

    Google Scholar 

  • Deutsche Post (2017): Dialogmarketing-Monitor 2017, URL: https://www.deutschepost.de/de/d/dialog-marketing-monitor.html (16.7.2017).

  • Deutscher Dialogmarketing Verband e.V. (2012): DDV-Ehrenkodex, URL: https://www.ddv.de/fileadmin/user_upload/pdf/Verband/Qualitaet/DDV-Ehrenkodex_01.pdf (12.06.2017).

  • Deutscher Dialogmarketing Verband e.V.: Über Dialogmarketing, URL: https://www.ddv.de/branche.html (12.06.2017).

  • Dewhirst, T./Lee, W. B./Fong, G. T./Ling, P. M. (2016): Exporting an Inherently Harmful Product: The Marketing of Virginia Slims Cigarettes in the United States, Japan, and Korea. In: Journal of Business Ethics. Vol. 139 (1), 161-181.

    Google Scholar 

  • Drumwright, M. E./Murphy, P. E. (2009): The Current State of Advertising Ethics: Industry and Academic Perspectives. In: Journal of Advertising. Vol. 38 (1), 83-107.

    Google Scholar 

  • Ernst&Young (2012): This time it’s personal: from consumer to co-creator, URL: http://www.ey.com/gl/en/services/advisory/cfo_this-time-it-s-personal-a-cfos-checklist-for-thedigital-age (19.07.2017).

  • Ferrell, O. C./Crittenden, V. L./Ferrell, L./Crittenden, W. F. (2013): Theoretical Development in Ethical Marketing Decision Making. In: AMS Review. Vol. 3 (2), 51-60.

    Google Scholar 

  • Ferrell, O. C./Gresham, L. G. (1985): A Contingency Framework for Understanding Ethical Decision Making in Marketing. In: Journal of Marketing. Vol. 49 (3), 87-96.

    Google Scholar 

  • Fong, N. M. (2017): How Targeting Affects Customer Search: A Field Experiment. In: Management Science. Vol. 63 (7), 2353-2364.

    Google Scholar 

  • Freeman, E. R. (2010): Managing for Stakeholders: Trade-Offs or Value Creation. In: Journal of Business Ethics. Vol. 96 (1), 7-9.

    Google Scholar 

  • Godfrey, A./Seiders, K./Voss, G. B. (2011): Enough Is Enough! The Fine Line in Executing Multichannel Relational. In: Journal of Marketing. Vol. 75 (Juli), 94-109.

    Google Scholar 

  • Hensel, P. J./Dubinsky, A. J. (1986): Ethical Dilemmas in Marketing: A Rationale. In: Journal of Business Ethics. Vol. 5 (1), 63-67.

    Google Scholar 

  • Holland, Heinrich (2014): Dialogmarketing - Offline und Online. In: Heinrich Holland (Hrsg.): Digitales Dialogmarketing, Wiesbaden: Springer Fachmedien Wiesbaden, 3-29.

    Google Scholar 

  • Holland, Heinrich (2016): Dialogmarketing: Offline- und Online-Marketing, Mobile- und Social Media-Marketing. 4., vollständig überarbeitete Aufl., München: Verlag Franz Vahlen.

    Google Scholar 

  • Homburg, C./Stierl, M./Bornemann, T. (2013): Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement. In: Journal of Marketing. Vol. 77 (6), 54-72.

    Google Scholar 

  • Hunt, S. D./Vitell, S. (1986): A General Theory of Marketing Ethics. In: Journal of Macromarketing. Vol. 6 (1), 5-16.

    Google Scholar 

  • Jin, K. G./Drozdenko, R. (2003): Managers’ Organizational Values and Ethical Attitudes in the Direct Marketing Industry. In: Business and Professional Ethics Journal. Vol. 22 (4), 43-66.

    Google Scholar 

  • Kelly, E. P./Rowland, H. C. (2000): Ethical and Online Privacy Issues in Electronic Commerce. In: Business Horizons. Vol. 43 (3), 3-12.

    Google Scholar 

  • Krafft, M./Arden, C. M./Verhoef, P. C. (2017): Permission Marketing and Privacy Concerns – Why Do Customers (Not) Grant Permissions?. In: Journal of Interactive Marketing. Vol. 39, 39-54.

    Google Scholar 

  • Kreutzer, Ralf T. (2009): Praxisorientiertes Dialog-Marketing: Konzepte, Instrumente, Fallbeispiele. 1. Aufl., Wiesbaden: Gabler.

    Google Scholar 

  • Lacey, R./Sneath, J. Z. (2006): Customer Loyalty Programs: Are They Fair to Consumers?. In: Journal of Consumer Marketing. Vol. 23 (7), 458-464.

    Google Scholar 

  • Laczniak, G. R. (1983): Framework for Analyzing Marketing Ethics. In: Journal of Macromarketing. Vol. 3 (1), 7-18.

    Google Scholar 

  • Laczniak, G. R./Murphy, P.E. (2006a): Marketing, Consumers and Technology: Perspectives for Enhancing Ethical Transactions. In: Business Ethics Quarterly. Vol. 16 (3), 313-321.

    Google Scholar 

  • Laczniak, G. R./Murphy, P.E. (2006b): Normative Perspectives for Ethical and Socially Responsible Marketing. In: Journal of Macromarketing. Vol. 26 (2), 154-177.

    Google Scholar 

  • Mann, Andreas (2016): Verfahren zum Controlling von Direktmarketing-Maßnahmen. In: Franz-Rudolf Esch, Tobias Langner und Manfred Bruhn (Hrsg.): Handbuch Controlling der Kommunikation, Wiesbaden: Springer Fachmedien Wiesbaden, 577-605.

    Google Scholar 

  • Martin, K. D./Borah, A./Palmatier, R. W. (2017): Data Privacy: Effects on Customer and Firm Performance. In: Journal of Marketing. Vol. 81 (1), 36-58.

    Google Scholar 

  • Morse, J./Morse, S. (2002): Teaching Temperance to the ‘Cookie Monster’: Ethical Challenges to Data Mining and Direct Marketing. In: Business and Society Review. Vol. 107 (1), 76-97.

    Google Scholar 

  • Murphy, Patrick E./Laczniak, Gene R./Bowie, Norman E./Klein, Thomas A. (2005): Ethical Marketing, Upper Saddle River, N.J: Pearson Prentice Hall.

    Google Scholar 

  • Murphy, P. E./Laczniak, G. E./Wood, G. (2007): An Ethical Basis for Relationship Marketing: A Virtue Ethics Perspective. In: European Journal of Marketing. Vol. 41 (1/2), 37-57.

    Google Scholar 

  • Nairn, A./Dew, A. (2007): Pop-Ups, Pop-Unders, Banners and Buttons: The Ethics of Online Advertising to Primary School Children. In: Journal of Direct, Data and Digital Marketing Practice. Vol. 9 (1), 30-46.

    Google Scholar 

  • Nill, A./Schibrowsky, J. A. (2007): Research on Marketing Ethics: A Systematic Review of the Literature. In: Journal of Macromarketing. Vol. 27 (3), 256-273.

    Google Scholar 

  • Palmer, D. E. (2005): Pop-Ups, Cookies, and Spam: Toward a Deeper Analysis of the Ethical Significance of Internet Marketing Practices. In: Journal of Business Ethics. Vol. 58 (1), 271-280.

    Google Scholar 

  • Park, Y. J./Skoric, M. (2017): Personalized Ad in Your Google Glass? Wearable Technology, Hands-Off Data Collection, and New Policy Imperative. In: Journal of Business Ethics. Vol. 142 (1), 71-82.

    Google Scholar 

  • Patterson, J. M. (1966): What Are the Social and Ethical Responsibilities of Marketing Executives?. In: Journal of Marketing. Vol. 30 (3), 12-15.

    Google Scholar 

  • Payne, D./Pressley, M. (2013): A Transcendent Code of Ethics for Marketing Professionals. In: International Journal of Law and Management. Vol. 55 (1), 55-73.

    Google Scholar 

  • Robin, D. P./Reidenbach, R. E. (1987): Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application. In: Journal of Marketing. Vol. 51 (Januar), 44-58.

    Google Scholar 

  • Rothschild-Ewald, H./Vann, R. (2008): Deception by Design: Figure Ground and Verbal Illusion in Direct Mail. In: Journal of Business Communication. Vol. 45 (4), 430-450.

    Google Scholar 

  • Santos, N. J. C./Laczniak, G. R./Facca-Miess, T. M. (2015): The ‘Integrative Justice Model’ as Transformative Justice for Base-of-the-Pyramid Marketing. In: Journal of Business Ethics. Vol. 126 (4), 697-707.

    Google Scholar 

  • Schlegelmilch, B. B./Öberseder, M. (2010): Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends. In: Journal of Business Ethics. Vol. 93 (1), 1-19.

    Google Scholar 

  • Siems, F. U./Bruton, J./Moosmayer, D. C. (2010): Integrating Core Marketing Ethical Values into Relationship Marketing. In: Journal of Relationship Marketing. Vol. 9 (2), 68-82.

    Google Scholar 

  • Sipior, J. C./Ward, B. T./Mendoza, R. A. (2011): Online Privacy Concerns Associated with Cookies, Flash Cookies, and Web Beacons. In: Journal of Internet Commerce. Vol. 10 (1), 1-16.

    Google Scholar 

  • Smith, N. C. (1995): Marketing Strategies for the Ethics Era. In: Sloan Management Review. Vol. 36 (4), 85-97.

    Google Scholar 

  • Smith, N. C./Murphy, P. E. (2013): Marketing Ethics: A Review of the Field. In: Working Paper, INSEAD Social Innovation Centre.

    Google Scholar 

  • Song, J. H./Kim, H. Y./Kim, S./Lee, S. W./Lee, J. H. (2016): Effects of Personalized E-Mail Messages on Privacy Risk: Moderating Roles of Control and Intimacy. In: Marketing Letters. Vol. 27 (1), 89-101.

    Google Scholar 

  • Strother, J. B./Fazal, Z./Millsap, M. (2009): Legal and Ethical Issues of the Corporate Blogosphere. In: IEEE Transactions on Professional Communication. Vol. 52 (3), 243-253.

    Google Scholar 

  • Thorpe, A. S./Roper, S. (2017): The Ethics of Gamification in a Marketing Context. In: Journal of Business Ethics. URL: https://link.springer.com/article/10.1007/s10551-017-3501-y.

  • Treiblmaier, H./Madlberger, M./Knotzer, N./Pollach, I. (2004): Evaluating Personalization and Customization from an Ethical Point of View: An Empirical Study. In: Proceedings of the 37th Annual Hawaii International Conference on System Sciences 2004, 1-10.

    Google Scholar 

  • Tucker, C. E. (2014): Social Networks, Personalized Advertising, and Privacy Controls. In: Journal of Marketing Research. Vol. 51 (5), 546-562.

    Google Scholar 

  • Vitell, S. J./Ramos, E./Nishihara, C. M. (2010): The Role of Ethics and Social Responsibility in Organizational Success: A Spanish Perspective. In: Journal of Business Ethics. Vol. 91 (4), 467-483.

    Google Scholar 

  • Waring, T./Martinez, A. (2002): Ethical Customer Relationships: A Comparative Analysis of US and French Organisations Using Permission-Based E-Mail Marketing. In: Journal of Database Marketing & Customer Strategy Management. Vol. 10 (1), 53-69.

    Google Scholar 

  • Wiengarten, F./Lo, C. K. Y./Lam, J. Y. K. (2017): How Does Sustainability Leadership Affect Firm Performance? The Choices Associated with Appointing a Chief Officer of Corporate Social Responsibility. In: Journal of Business Ethics. Vol. 140 (3), 477-493.

    Google Scholar 

  • Wirtz, Bernd W. (2016): Direktmarketing: Grundlagen - Instrumente - Prozesse. 4., aktualisierte Aufl., Wiesbaden: Springer Gabler.

    Google Scholar 

  • Xie, G.X./Madrigal, R./Boush, D. M. (2015): Disentangling the Effects of Perceived Deception and Anticipated Harm on Consumer Responses to Deceptive Advertising. In: Journal of Business Ethics. Vol. 129 (2), 281-293.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Rechts- und Wirtschaftswissenschaftliche Fakultät Lehrstuhl für Innovations- und Dialogmarketing, Universität Bayreuth, Bayreuth, Deutschland

    Matthias J. Kaiser & Tobias Wagner

Authors
  1. Matthias J. Kaiser
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Tobias Wagner
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Matthias J. Kaiser .

Editor information

Editors and Affiliations

    Rights and permissions

    Reprints and permissions

    Copyright information

    © 2018 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

    About this chapter

    Check for updates. Verify currency and authenticity via CrossMark

    Cite this chapter

    Kaiser, M.J., Wagner, T. (2018). Ethik und Dialogmarketing: Eine Untersuchung des State-of-the-Art. In: Dialogmarketing Perspektiven 2017/2018. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-20598-0_10

    Download citation

    • DOI: https://doi.org/10.1007/978-3-658-20598-0_10

    • Published:

    • Publisher Name: Springer Gabler, Wiesbaden

    • Print ISBN: 978-3-658-20597-3

    • Online ISBN: 978-3-658-20598-0

    • eBook Packages: Business and Economics (German Language)

    Publish with us

    Policies and ethics

    Search

    Navigation