Gestaltungsmöglichkeiten erfolgreicher Neukundenakquisition
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Gestaltungsmöglichkeiten erfolgreicher Neukundenakquisition

Gestaltungsmöglichkeiten erfolgreicher Neukundenakquisition


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About the Book

Inhaltsangabe: Einleitung: Das primäre Ziel der vorliegenden Arbeit liegt darin, einen branchenübergreifend anwendbaren Leitfaden und Handlungsanleitungen für die Neukundenakquisition zu entwickeln. Dieser soll - abhängig von der Phase des Marketing- und Vertriebsprozesses - die Tätigkeit sowohl von Marketingleitern (Marketingplanung), Vertriebsleitern (operative Planung), als auch dem Außen- und Innendienst (Durchführung der Akquisition) unterstützen. Zahlreiche praktische Checklisten, Schaubilder und Statistiken im Anhang der Arbeit unterstützen dieses Vorhaben. Hierauf aufbauend ist es sekundäres Ziel der Arbeit, anhand der im Rahmen des Studiums von Fachliteratur und -magazinen gewonnenen Erkenntnisse über den Akquisitionsprozess die aktuelle Vorgehensweise in der Region Mitte (bestehend aus den Niederlassungen Koblenz, Frankfurt, Mannheim, Koblenz, Saarbrücken, Haiger, Kassel sowie einem Kontraktlogistikstandort in Groß-Gerau) des Logistikdienstleisters Kühne + Nagel zu untersuchen, um Stärken sowie evtl. vorhandene Schwachstellen darzustellen. Durch weiterführende Handlungsempfehlungen soll ein möglicher Soll-Zustand entworfen und somit ein aktiver Beitrag zur Verbesserung des aktuellen Ist-Zustands der Marketing- und Vertriebsprozesse der Kühne+Nagel-Organisation (unter besonderer Berücksichtigung der Region Mitte) geleistet werden. Gang der Untersuchung: Die Arbeit ist in zwei wesentliche Teile gegliedert. Zu Beginn werden in Kapitel 2 die notwendigen Grundlagen für eine erfolgreiche Neukundenakquisition erläutert. Einführend wird die Neukundenakquisition im Rahmen des aufgabenorientierten Ansatzes in die Kernaufgaben des Marketing einer Unternehmung eingeordnet (Kapitel 2.1) und somit von den Kundenbindungsaktivitäten abgegrenzt. Um erfolgreich neue Kunden akquirieren zu können, bedarf es im Voraus der marktorientierten strategischen Planung (Kapitel 2.2.), die die umfassende Situationsanalyse zur Beurteilung der Position des Unternehmens am Markt und i


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Product Details
  • ISBN-13: 9783838699301
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 240 gr
  • ISBN-10: 3838699300
  • Publisher Date: 26 Oct 2006
  • Height: 210 mm
  • No of Pages: 140
  • Series Title: German
  • Sub Title: Ein branchenübergreifender Leitfaden als Basis für eine Ist-Analyse und Handlungsempfehlungen am Beispiel des Logistikdienstleisters Kühne+Nagel, Re
  • Width: 148 mm


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