Aufbau strategischer Wettbewerbsvorteile durch CRM by Jens Muller-Hopf
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Aufbau strategischer Wettbewerbsvorteile durch CRM

Aufbau strategischer Wettbewerbsvorteile durch CRM


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About the Book

Diplomarbeit aus dem Jahr 2002 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1.7, Universität Kassel, Sprache: Deutsch, Abstract: Customer Relationship Management hat die Herstellung erfolgreicher Kundenbeziehungen zum Gegenstand. Durch Kundenorientierte Informationssysteme (Database Marketing, Computer Aided Selling, Online Marketing, M-Commerce) herrschen ganz neue Möglichkeiten der Kundenbeziehung Langfristige und signifikante Erfolge lassen sich nicht mehr durch "standards" erzielen. Aufgrund des sich selbst verstärkenden Wettbewerbs ist der Aufbau von strategischen Wettbewerbsvorteilen eine überlebensnotwendige Aufgabe der Unternehmensführung. Durch CRM lassen sich relevante strategische Wettbewerbsvorteile, wie z.B. Schnelligkeit, Individualisierung, Kostengünstigkeit aufbauen. Dies wird anhand von vielen Begründungen, Beispielen etc. erläutert. All die genannten Begründungen können als Argumentationsgrundlage für die Einführung von CRM im Unternehmen genutzt werden. Daneben wird eine mögliche Vorgehensweise, angelehnt an der strategischen Planung, der Entwicklung, Implementierung etc. von CRM aufgezeigt. Folgende Ziele werden durch diese Arbeit angestrebt: -Herausstellung der besonderen Bedeutung strategischer Wettbewerbsvorteile für heutige Unternehmen, -Darstellung des CRM in komprimierter Form, -Herausarbeitung der möglichen Subkriterien der relevanten Wettbewerbsvorteile, die durch CRM realisierbar sind, -die komprimierte Darstellung des Aufbaus von Wettbewerbsvorteilen durch den Einsatz von CRM und zudem die Rolle der Unternehmensführung, und das Aufzeigen des enormen Entwicklungsbedarfs deutscher Unternehmen in der Umsetzung des CRM-Gedankens. Autor ist noch studentische Hilfskraft am Lehrstuhl von Prof. Dr. Jörg Link, Professur für Allgemeine BWL, insbesondere Organisation und Controlling. Prof. Links letztes Sammelwerk: Customer Relationship Management: Erfolgreiche Kundenbeziehungen durch integrierte Informationssysteme [...]


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Product Details
  • ISBN-13: 9783867466233
  • Publisher: Examicus Publishing
  • Publisher Imprint: Examicus Publishing
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 177 gr
  • ISBN-10: 3867466238
  • Publisher Date: 29 Aug 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm


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