Zusammenfassung
Der Begriff „persönliche Kommunikation“ wird in der Literatur auf uneinheitliche Weise verwendet. Wir folgen der Definition von (2005, S. 400). Danach ist Kommunikation persönlich, wenn sie durch Face-to-Face-Kommunikation zwischen Personen zustande kommt. Sie ist hingegen unpersönlich, falls formale Medien die Kommunikation herstellen (z.B. Email, Telefon). Im Folgenden wird die Kommunikation für den Fall, dass Kunde und Verkäufer die Gesprächspartner sind, betrachtet.
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Gierl, H., Hüttl, V. (2009). Persönliche Kommunikation. In: Bruhn, M., Esch, FR., Langner, T. (eds) Handbuch Kommunikation. Gabler. https://doi.org/10.1007/978-3-8349-8078-6_12
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