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Internationales Dialogmarketing

In: Digitales Dialogmarketing

Author

Listed:
  • Heiner Eberle

    (OgilvyOne Gmbh)

Abstract

Zusammenfassung In einer grenzenlosen und globalisierten Welt, bei einer zunehmend enger werdenden Vernetzung, bedeutet Erfolg haben, sich in einer lokalen Nische etablieren oder – weniger romantisch – global agieren. Das Ziel: Kunden gewinnen, mit Kunden Dialoge führen, den Kundenwert steigern und Loyalität schaffen unabhängig von Standort oder Entfernung. Ideal wäre, die Kundennähe eines Tante-Emma-Ladens auf globale Dimensionen zu übertragen: Das Maß an Vertrauen, an Kenntnissen über persönliche Vorlieben, Abneigungen, Gewohnheiten, über die Person des Kunden, die „Tante Emma“ hatte, in der Beziehung zwischen Anbieter und Kunde auf globaler Ebene wiederzufinden.

Suggested Citation

  • Heiner Eberle, 2014. "Internationales Dialogmarketing," Springer Books, in: Heinrich Holland (ed.), Digitales Dialogmarketing, edition 127, chapter 5, pages 97-152, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02541-0_5
    DOI: 10.1007/978-3-658-02541-0_5
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