Markenpersoenlichkeit Und Mitarbeiterverhalten in Kundentelefonaten
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Markenpersoenlichkeit Und Mitarbeiterverhalten in Kundentelefonaten

Markenpersoenlichkeit Und Mitarbeiterverhalten in Kundentelefonaten


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About the Book

Gleiches Mitarbeiterverhalten in Kundentelefonaten wird nicht immer gleich beurteilt. Je nach betroffener Marke bewerten die Konsumenten das Gespräch unterschiedlich. Brand-Behavior soll deshalb den besten Fit zwischen Mensch und Marke herstellen. Ermöglicht wird dies durch ein eigens entwickeltes Instrumentarium lexikalischer, semantischer und intonationsbezogener Mittel der Alltagssprache. Durch ihren Einsatz wird die Wahrnehmung der menschlichen Persönlichkeit des Callcenteragenten der Markenpersönlichkeit so angepasst, dass das Mitarbeiterverhalten on-Brand ist. In einer Praxissimulation gelingt dies mittels einer «ingenieursmässigen» Gestaltung zweier Telefonate zum besten Fit mit einer Dienstleistungs- und einer Kosmetikmarke (Sparkasse und Nivea).
About the Author: Der Autor: Theo Lieven, geboren 1952, studierte Mathematik, währenddessen er ein Computerhandelshaus gründete. Erst nach dessen Verkauf 1996 beendete er sein Studium als Dipl.-Kaufmann und Dipl.-Volkswirt an der FernUniversität Hagen und promovierte anschliessend am Institut für Marketing und Handel der Universität St. Gallen. Die Promotion erfolgte 2009.


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Product Details
  • ISBN-13: 9783631591567
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 276
  • Series Title: Europaeische Hochschulschriften / European University Studie
  • Weight: 4045 gr
  • ISBN-10: 363159156X
  • Publisher Date: 30 Jan 2009
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Width: 148 mm


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Markenpersoenlichkeit Und Mitarbeiterverhalten in Kundentelefonaten
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