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| Author: | Gaul, W. |
| Title: | eMarketing mittels Recommendersystemen |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:SPECIAL, p. 47-56 |
| Index terms: | ELECTRONIC COMMERCE INTERNET MARKETING |
| Language: | ger |
| Abstract: | Recommender systems provide an important contribution with respect to the design of eMarketing activities. Starting from a discussion of input/output features for the description of such systems that already allow an ad equate distinction into praxisrelevant phenomena, it is motivated why such a characterization has to be enriched by methodological aspects from marketing research. "Repeat buying" based and "clickstream" based recommender systems are described. The Amazon site is used to elucidate the marketing potential of recommender systems. Finally, for completion, related work concerning recommender systems is mentioned. In an outlook hints are given to directions in which further developments are planned. |
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