Stichwortverzeichnis

A
Acoustic Branding 88

Affiliate Marketing 92
Avatar 228, 247, 248, 293, 375, 379, 388, 417, 419, 437, 447, 448, 452, 453, 454

B

Balanced Scorecard 50, 278, 280, 281, 285
Behavioral Branding 323, 325, 329, 333
Beschwerdemanagement 85, 101, 208, 214, 250, 251, 307, 310, 313, 314, 318, 505, 506, 510
Beziehungsnetzwerk 449
Blog 25, 90, 223, 225, 226, 227, 231, 232, 233, 237, 240, 241, 242, 243, 244, 250, 251, 289, 291, 294, 296, 299, 325, 330, 331, 335, 344, 388, 392, 393, 415, 419, 420, 437, 444, 445, 527, 530, 531, 535
Bloglist 226, 227
Blogosphäre 227, 444
Blogroll 227
- Corporate Blog 231, 444
- Corporate Blogging 444, 458
- Moblog 237, 241
- Moblogging 242
- Weblog 5, 86, 226, 241, 242, 243, 250, 251, 289, 330, 388, 444
Bookmark 228
Brand Generated Content 221, 229, 230, 231, 233, 234
Branded Video 230
Buying Center 132, 359, 360, 420
Buying Cycle 287, 294, 295, 442, 443, 448, 450, 454, 461, 462, 463, 465

C

Cause-related Marketing 525, 527, 528, 532
Change Management 329
Chat 239, 294, 325, 447
Collaboration 331
Community V, 5, 11, 24, 28, 61, 63, 64, 65, 66, 67, 122, 125, 182, 183, 184, 187, 191, 194, 208, 223, 224, 225, 228, 229, 231, 248, 287, 294, 295, 296, 297, 298, 299, 300, 301, 346, 347, 349, 376, 397, 399, 400, 401, 402, 403, 404, 405, 406, 407, 408, 409, 413, 415, 417, 418, 419, 420, 447, 448, 453, 454, 477, 479, 481, 535
- Brand Community 287, 296, 297, 298, 299, 302
Community Marketing V
- Online-Community 344, 376, 402, 403, 404
Content Entwicklung 12, 440, 446
Corporate Blog Siehe Blog Corporate Blogging Siehe Blog Corporate Website 276, 278, 279, 280, 281, 283, 284, 285
Corporate Wiki 231, 232
Crossmedia 122, 237, 246, 250, 251, 451
Cycle Customer Insight 341, 346, 349, 402, 406, 452, 479
Customer Lifetime Value 10, 120, 122
Customer Privacy 426
Customer Relationship Management V, 6, 35, 95, 131, 203, 401, 437, 439, 527
- eCRM XVIII, 459, 461, 462, 463, 468, 470
Customization 77, 122
- Mass Customization 527

D

Datenschutz 39
Designinnovation 473, 477, 480, 482, 483
Dialog V, XVIII, 5, 6, 8, 9, 16, 17, 23, 26, 27, 29, 33, 41, 47, 65, 66, 71, 76, 79, 83, 85, 86, 87, 89, 91, 93, 95, 102, 118, 145, 150, 157, 159, 160, 161, 162, 163, 164, 165, 166, 167, 187, 194, 209, 210, 223, 244, 299, 310, 318, 339, 346, 372, 399, 400, 401, 402, 403, 404, 406, 407, 408, 409, 419, 440, 447, 458, 516
Dialogmarketing V, XVII, 29, 39, 41, 67, 77, 87, 91, 92, 95, 103, 113, 115, 117, 118, 119, 120, 121, 122, 123, 124, 125, 126, 129, 131, 132, 135, 136, 137, 138, 139, 143, 145, 146, 149, 151, 153, 155, 157, 159, 160, 161, 167, 169, 171, 199, 342, 355, 397, 399, 400, 401, ^402, 405, 408, 409
Dialogmedien 83, 90, 166
- Risiko-Dialog 57, 59, 62, 64, 65, 66, 67
Direct Mail 13, 39, 40, 201, 260
Direct Mailing 147
Direktmarketing XVII, 18, 23, 24, 25, 31, 33, 34, 35, 37, 38, 39, 40, 43, 45, 47, 48, 49, 50, 51, 52, 53, 71, 75, 77, 86, 87, 89, 90, 91, 118, 120, 126, 131, 132, 135, 136, 137, 138, 139, 141, 145, 159, 167, 175, 201, 203, 204, 208, 355, 359, 399, 400, 402, 405

E

E-Commerce XV, XVI, 74, 76, 93, 134, 152, 369, 378, 385, 391, 392
eCRM Siehe Customer Relationship
- Management Einzelhandel 73, 115, 118, 120, 121, 157, 159, 160, 214
E-Mail-Marketing 39, 51, 83, 86, 93, 94, 419

F

Feed 243, 390, 407, 419
Financial Services 115, 118, 119, 143, 145, 152, 153
Folksonomy 228, 389
Foren 90, 239, 289, 294, 296, 299, 376, 392, 402, 404, 415, 417, 419, 447

G

Geschäftstypen 353, 356, 357, 358, 359, 365

I

Imagetransfer 448, 519, 521
Inbound Marketing 122, 125, 189, 191, 203, 205, 207, 208, 209, 210, 211, 212, 213, 214, 215, 216, 503, 505
Industriegütermarketing 353, 356, 357, 359, 364
Innovationsprozess 404, 473, 475, 476, 482, 483, 484
Interaktionsfähigkeit 13, 296
Interaktionsprozess 99, 103, 375
- Kundeninteraktion 3, 6, 7, 16, 17, 103, 287, 289, 355, 461
Interaktives Marketing V, 99, 189, 223, 229, 307, 337, 339, 340, 342, 353, 355, 359, 367, 370, 372, 373
Interaktivität 223, 225, 239, 240, 310, 349, 367, 372, 373, 374, 375, 377, 378, 454, 469
IPTV 377, 437, 450, 451, 452, 453, 454

K

Kollaboration 223, 248, 323, 331, 332, 334, 446
Kollaborationstools 323, 325, 329, 330, 332, 333
Kommunikation 415, 420, 440, 444, 445, 447, 448, 450, 451, 479, 490, 521, 528, 534
- Außenkommunikation 448
- Integrierte Kommunikation 83, 85, 86, 87, 94
Kampagnen-Kommunikation 533
Kommunikationsaktivität 532
Kommunikationsanwendung 439, 452, 454
Kommunikationsinstrument 95, 132, 225, 234, 242, 243, 251, 343, 346, 373, 374, 378, 439, 441, 450
Kommunikationskanal 210, 415, 451
Kommunikationsmedium 283, 449
Kommunikationstechnologie 5, 6, 17, 34, 439
- Pull-Kommunikation 342
- Push-Kommunikation 342, 404, 520
Kundenbedürfnisse 7, 9, 59, 143, 146, 147, 150, 214, 374, 402, 440, 452, 482, 495
Kundendienst 106, 122, 160, 187, 192, 193, 194, 195, 209, 214, 215
Kundenintegration 12, 450, 473, 475, 476, 482, 484, 527
Kundeninteraktion Siehe Interaktion

L

Lead User 12, 402, 404, 406, 446, 473, 475, 476, 479, 480, 481, 482, 483, 484
Leads 92, 146, 150, 151, 152, 462
Long Tail 383, 390, 392

M

Mailings 33, 37, 39, 47, 48, 86, 87, 89, 90, 93, 135, 139, 279, 283, 390
Marke-Kunden-Beziehung 307, 310, 311, 312, 313, 315, 316, 318
Marken-Community Siehe Community Markenstory 332
Markenwissen 287, 291, 298, 323, 325, 326, 327, 328, 329, 330, 332, 333
Mashups 224, 392
Mass Customization Siehe Customization Media Generated Content 230
Medien-Mix 89, 430
Microsite 431
Mitmach-Web V, 90, 223, 234, 239, 386
Mobile Advertising 425, 426, 427, 428, 429, 430, 432
Mobile Commerce 377
Mobile Marketing 36, 86, 91, 423, 425, 428
Mobile Operator 423
Moblog Siehe Blog Multichannel Marketing 83, 88, 184, 211, 491
Multikanalstrategie 147
Mund-zu-Mund-Propaganda 17, 262, 291, 347, 392, 407, 420, 528
Word-of-Mouth 287, 294, 298, 533, 536

N

Netzwerkeffekt 229, 405, 532
Neukundengewinnung 92, 99, 100, 122
Newsletter 49, 52, 53, 83, 90, 93, 118, 181, 184, 405, 531

O

On demand 86, 93, 138, 185, 315, 339, 450, 451, 453
One-to-One-Kampagne 119, 155
One-to-One-Kommunikation 162, 374
One-to-One-Marketing 86, 166, 406
Online-Community Siehe Community Online-TV Siehe IPTV Open Source 91, 232, 233, 241, 244, 528
Opt-in 246, 426, 430
Opt-out 426, 430
Outbound Marketing 205, 207, 209, 211, 212, 213, 214, 215, 216

P

Peer-to-Peer-Kommunikation 402, 403
Permalink 226
Permission Marketing 13, 15, 53
Pingbacks 226
Podcast 88, 182, 185, 231, 237, 240, 244, 245, 246, 250, 330, 390, 407, 437, 450, 451, 453, 454
Produktgeschäft 357, 358
Prototyping 248, 449
Pull-Dienst 243
Pull-Kommunikation Siehe Kommunikation Push-Dienst 243
Push-Kommunikation Siehe Kommunikation

R

Reaktanz 36, 49, 51, 52, 190, 291, 402, 405
Response-Analyse 39
Response-Rate 77, 262
Risiko-Dialog Siehe Dialog

S

Second Life 5, 228, 230, 231, 237, 240, 247, 248, 249, 251, 267, 388, 416, 419, 449, 452
Segmentierung 40, 194
Smart Account Management 124, 197, 200, 202, 204
Social Bookmarking 228, 240
Social Commerce 413, 417
Social Networking Sites 437, 446, 447, 453, 454
Social Shopping 389
Social Software 223, 440
Social Web 440
Soziale Netzwerke 383, 388, 389, 392
Suchmaschinenmarketing 92, 420
Systemgeschäft 358, 359, 362, 363, 365

T

Tagging 228, 389, 392

U

Up-Selling 10, 11, 12, 100, 148, 402, 446, 516, 521
User Generated Content 12, 223, 224, 225, 228, 229, 237, 249, 251, 260, 289, 376, 437, 445, 446, 453, 454

V

Versandhandel 33, 192, 193, 194, 195, 355, 487, 490, 493, 494
Virales Marketing 90
V-Shopping 449

W

Web 2.0 V, 5, 9, 24, 90, 96, 210, 212, 221, 223, 224, 225, 226, 228, 229, 230, 231, 232, 233, 234, 237, 239, 240, 241, 244, 247, 249, 250, 251, 252, 254, 260, 267, 289, 310, 323, 325, 329, 330, 331, 332, 333, 334, 376, 383, 385, 386, 387, 390, 391, 392, 393, 395, 407, 415, 416, 417, 437, 440, 441, 442, 443, 445, 452, 453, 527
Weblog Siehe Blog
Web-Monitoring 244
Weiterempfehlung 87, 294, 407
Werbeerinnerung 87
Werbeverweigerer 36, 39
Widgets 407, 464, 468
Wiki 223, 225, 227, 232, 233, 325, 331, 336, 392
Word-of-Mouth 533, Siehe Mund-zuMund-Propaganda