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Dialogmarketing – Offline und Online

In: Digitales Dialogmarketing

Author

Listed:
  • Heinrich Holland

    (Fachhochschule Mainz)

Abstract

Zusammenfassung Das klassische Marketing richtet sich an eine Zielgruppe, die sich im Rahmen der Marktsegmentierung selektieren lässt. Die Zielpersonen werden durch Massenmedien angesprochen, wobei zum Teil große Streuverluste in Kauf genommen werden. Dagegen ist die Botschaft des Dialogmarketings an einzelne, individuell bekannte Zielpersonen gerichtet. Statt eines Monologs besteht das Ziel in einer interaktiven Kommunikation, also in einem Dialog. Im klassischen Marketing geht es um das „Transaktionsmarketing“, das heißt, das Ziel besteht darin, eine einmalige Transaktion, in Form eines Kaufs, herbeizuführen. In den letzten Jahren ist es zu einem Paradigmenwechsel gekommen; an die Stelle des Transaktionsmarketing trat das Beziehungsmarketing – der Aufbau einer langfristigen Beziehung und damit der Dialog mit dem Kunden traten in den Mittelpunkt der Betrachtung.

Suggested Citation

  • Heinrich Holland, 2014. "Dialogmarketing – Offline und Online," Springer Books, in: Heinrich Holland (ed.), Digitales Dialogmarketing, edition 127, chapter 1, pages 3-28, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02541-0_1
    DOI: 10.1007/978-3-658-02541-0_1
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