Kundenbindungs-Controlling by Andr Henrichfreise
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Kundenbindungs-Controlling

Kundenbindungs-Controlling


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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,5, Universität Hamburg, Sprache: Deutsch, Abstract: Das Hauptproblem beim Kundenbindungs-Controlling besteht oft in der Komplexität des Wissens, das der Marketing-Controller mitbringen muss um den effizienten und erfolgreichen Einsatz des Instrumentariums gewährleisten zu können. Dieses Wissen beruht insbesondere auch auf theoretischen Grundlagen der Bereiche Kundenbindung, Kundenzufriedenheit, Kundenwert und deren Beziehung untereinander. Das Ziel dieser Arbeit ist es, einen möglichst detaillierten, aber auch kompakten Überblick über die Thematik des Kundenbindungs-Controllings zu geben. Es sollen die Zusammenhänge der Bereiche Kundenbindung und Kundenzufriedenheit transparent gemacht und die Wichtigkeit des Kunden für ein Unternehmen und dessen Entwicklung noch einmal verdeutlicht werden. Folglich soll die Arbeit dem Leser ermöglichen, das Instrument Kundenbindungs-Controlling praktisch umzusetzen oder auch ggf. seinen bereits vorhandenen Prozess zu optimieren. Die Arbeit beginnt mit der Thematik des Marketing-Controllings im zweiten Kapitel. Dort werden Zielsetzung, Aufgabenstellung und Arten dieses Bereichscontrollings verdeutlicht. Kapitel drei handelt über das Kundenbindungsmanagement im Marketing-Controlling. Es werden theoretische Hintergründe (Kundenzufriedenheit, Kundenbindung, Zusammenhang beider Begrifflichkeiten) erläutert und die möglichen Instrumentarien bei einer Umsetzung aufgezeigt. Zum Schluss dieses Kapitels werden Messverfahren der beiden Größen Kundenzufriedenheit und Kundenbindung vorgestellt. Das vierte Kapitel ist der Steuerung der Kundenbindung durch das Marketing-Controlling mit Hilfe des Kundenwertes gewidmet. Es werden auch hier, zu Beginn die theoretischen Grundlagen erörtert (Kundenwert/Determinanten des Kundenwertes). Darauf folgend werden die unterschiedlichen Messverfahren des Kundenwertes bewertet und die grundsätzlichen Aufgaben


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Product Details
  • ISBN-13: 9783638658607
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638658600
  • Publisher Date: 28 Jun 2007
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 177 gr


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