One-to-one Marketing

One-to-one Marketing
Marketing-Konzept, bei dem im Gegensatz zum Massenmarketing die einzelne Kundenbeziehung im Mittelpunkt der Betrachtung steht. Im Rahmen des  E-Commerce ergeben sich dabei neue Potenziale für das O.-t.-o.M., da durch den Einsatz moderner Informations- und Kommunikationstechnologien (z.B.  E-Mail oder  Internet) eine individualisierte Kundenansprache und damit eine zielgenaue Gestaltung der angebotenen Produkte und Dienstleistungen mit relativ geringem Aufwand möglich ist. Literatursuche zu "One-to-one Marketing" auf www.gabler.de

Lexikon der Economics. 2013.

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