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

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Dialogmarketing Perspektiven 2015/2016

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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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Authors and Affiliations

  1. Rechts- und Wirtschaftswissenschaftliche Fakultät Lehrstuhl für Innovations- und Dialogmarketing, Universität Bayreuth, 95440, Bayreuth, Deutschland

    Matthias Kaiser, Jérôme Jetter & Felix Storch

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  1. Matthias Kaiser
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  2. Jérôme Jetter
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  3. Felix Storch
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Correspondence to Matthias Kaiser .

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    Kaiser, M., Jetter, J., Storch, F. (2016). Boosting the Dialogmarketing-Performance: Diskussion von State-of-the-Art-Forschungsansätzen zu Erfolgsbeitragsfaktoren im Dialogmarketing. In: Dialogmarketing Perspektiven 2015/2016. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-12924-8_5

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    • DOI: https://doi.org/10.1007/978-3-658-12924-8_5

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