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Relationship Marketing: Das Management von Kundenbeziehungen

Relationship Marketing: Das Management von Kundenbeziehungen


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About the Book

Die Beziehungsfuhrerschaft zum Kunden ruckt neben den klassischen Wettbewerbsvorteilen, wie der Qualitats- und Kostenfuhrerschaft, als strategischer Erfolgsfaktor zunehmend in den Mittelpunkt. Deshalb gewinnt das Relationship Marketing – verstanden als Management von Kundenbeziehungen – fur Unternehmen an Bedeutung. Das Buch gibt einen umfassenden Uberblick uber die Grundlagen eines effektiven und effizienten Einsatzes des Relationship Marketing fur Unternehmen. Es entwickelt einen systematischen Managementansatz und stellt darauf aufbauend alle notwendigen Phasen des Managements von Kundenbeziehungen ausfuhrlich dar. Schwerpunkte liegen auf den folgenden- Analyse des Relationship Marketing- Strategische Ausrichtung und operative Umsetzung des Relationship Marketing- Implementierung und Kontrolle des Relationship Marketing- Institutionelle Besonderheiten des Relationship MarketingStudierende finden in dem Buch den State-of-the-Art des Relationship Marketing. Praktiker erhalten einen detaillierten Uberblick uber den Managementprozess, zahlreiche Erfolgsbeispiele sowie die wichtigsten Zukunftstendenzen und Herausforderungen des Relationship Marketing. Aktuelle Entwicklungen des Relationship Marketing sind integriert, wie zum Beispiel Social Media-Kommunikation oder Customer Experience Management.Ausgezeichnet mit dem Georg-Bergler-Preis der Gesellschaft fur Konsumforschung (GfK), des Fachverlags Handelsblatt und des Deutschen Marketing-Verbands (DMV) fur das beste Marketing-Fachbuch durch die gelungene Verbindung von Wissenschaft und Praxis.


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Product Details
  • ISBN-13: 9783800651832
  • Publisher: Vahlen Franz GmbH
  • Binding: Hardcover
  • Language: German
  • Width: 919.999 mm
  • ISBN-10: 3800651831
  • Publisher Date: 3/31/2016
  • Height: 243 mm
  • Weight: 33 gr


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Relationship Marketing: Das Management von Kundenbeziehungen
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