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Sprachassistenten im Marketing

In: Marketing mit Sprachassistenten

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  • Thomas Hörner

Abstract

Zusammenfassung Eine Einordnung von Sprachassistenten in die Marketing-Theorie nimmt dieses Kapitel vor. Als Grundlage werden die besonderen Spezifika des Medienkanals Sprachassistent betrachtet und die Festlegung von Zielen für das Sprachassistenten-Marketing diskutiert. Es wird dann eine Einordnung des Sprachassistenten-Marketings in den Kaufprozess nach Kotler sowie in den Marketing-Mix vorgenommen. Ergänzt werden diese Darstellungen mit Überlegungen zu Gestaltung von Sprache und Kommunikation auf Sprachassistenten.

Suggested Citation

  • Thomas Hörner, 2023. "Sprachassistenten im Marketing," Springer Books, in: Marketing mit Sprachassistenten, edition 2, chapter 0, pages 51-119, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40196-2_3
    DOI: 10.1007/978-3-658-40196-2_3
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