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Marketing mit neuen Technologien: Das ungeklärte Verhältnis zu Manipulation

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Marketing Weiterdenken

Zusammenfassung

Die Nutzung neuer Technologien im Marketing wirft aufs Neue eine ganz alte Frage auf: Wo hört Marketing auf, und wo fängt Kundenmanipulation an? Dieser Beitrag möchte Marketing dahingehend weiterdenken. Nach einer kurzen konzeptionellen Einordung des Manipulationsbegriffs folgt eine Beschreibung von vier Problemfeldern, an denen sich bei der Nutzung neuer Technologien im Marketing die Frage nach Manipulation ganz konkret stellt: (1) neue Auswahlarchitekturen, (2) Simulation sozialer Interaktion, (3) neue Möglichkeiten zur Vorhersage von Kundenmerkmalen und (4) algorithmische Marketing-Entscheidungen.

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Authors and Affiliations

  1. Institut für Informationswirtschaft und Marketing, Karlsruher Institut für Technologie, Karlsruhe, Deutschland

    Martin Klarmann

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  1. Martin Klarmann
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Correspondence to Martin Klarmann .

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Editors and Affiliations

  1. Professor für Marketing und Unternehmensführung, Universität Basel, Basel, Switzerland

    Manfred Bruhn

  2. markstones Institute of Marketing, Branding & Technology, Universität Bremen, Bremen, Germany

    Christoph Burmann

  3. SVI-Stiftungslehrstuhl für Marketing, HHL Leipzig Graduate School of Management, Leipzig, Germany

    Manfred Kirchgeorg

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Klarmann, M. (2020). Marketing mit neuen Technologien: Das ungeklärte Verhältnis zu Manipulation. In: Bruhn, M., Burmann, C., Kirchgeorg, M. (eds) Marketing Weiterdenken. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-31563-4_32

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  • DOI: https://doi.org/10.1007/978-3-658-31563-4_32

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  • Online ISBN: 978-3-658-31563-4

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