Digital Relationships Book by Tanja Haussler - Bookswagon
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Digital Relationships

Digital Relationships

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About the Book

Inhaltsangabe: Problemstellung: Das Zeitalter des Kunden hat gerade erst begonnen. Immer mehr Unternehmen erkennen, dass der Wechsel von der transaktions- zur beziehungsorientierten Ökonomie über die eigene Zukunftsfähigkeit entscheiden kann. Die Erfolgsdisziplin zur Sicherung entscheidender Wettbewerbsvorteile im Kräftedreieck zwischen Hyperwettbewerb, unberechenbarem Konsumverhalten und neuen Technologien heißt auch im neuen Jahrtausend Customer Relationship Management (CRM). Es ist daher wenig überraschend, dass, Inconocast zufolge, die Investitionen in CRM Produkte und Services von 34 Milliarden US$ im vergangenen Jahr, auf 125 Milliarden US$ im Jahr 2004 ansteigen werden. Diese zunehmenden Investitionen in CRM bestätigen die Annahme, dass insbesondere kundenzentrierte Unternehmen den folgenden zentralen Unternehmensherausforderungen der Zukunft erfolgreich begegnen können: (1) Hyperwettbewerb: Das Darwinistische Prinzip „Survival of the fittest" gilt auch für Unternehmen nicht erst seit kurzem; doch selten war der Wettbewerb so intensiv und dynamisch wie heute. Innovationen bestimmen den Wettbewerb und verkürzen die Produktlebenszyklen immer weiter. Beschleunigt wird dieser Prozess durch die steigende Adaptionsgeschwindigkeit der Konkurrenz, die mit Me-too-Produkten die Markenartikler auf den angestammten Plätzen angreift. Dieser, für gesättigte Märkte typischen, Produkthomogenität versuchen die Unternehmen, meist vergeblich, mit erhöhtem Werbedruck zu begegnen. Nicht nur, dass die zunehmende Discountorientierung des Handels eine differenzierende Beratung nicht mehr vorsieht, er nutzt außerdem seine, durch Konsolidierung erreichte Machtposition, um die Margen der Hersteller weiter zu drücken. (2) Zunehmend unberechenbares Konsumverhalten: Trotz ausgefeilter Segmentierungsmethoden wird das Verhalten der Konsumenten immer weniger vorhersehbar. Der gesellschaftliche Trend zur Individualisierung und zum Hedonismus ist seit den 80er-Jahren ungebrochen und ze


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Product Details
  • ISBN-13: 9783838631103
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 254 gr
  • ISBN-10: 3838631102
  • Publisher Date: 14 Feb 2001
  • Height: 210 mm
  • No of Pages: 148
  • Series Title: German
  • Sub Title: CRM im Internet - Grundlagen und Trends
  • Width: 148 mm


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