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

  • Matthias J. KaiserEmail author
  • Tobias Wagner


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.


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Copyright information

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

Authors and Affiliations

  1. 1.Rechts- und Wirtschaftswissenschaftliche Fakultät Lehrstuhl für Innovations- und DialogmarketingUniversität BayreuthBayreuthDeutschland

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