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Customer Relationship Management über facebook: Möglichkeiten und Grenzen am Beispiel der Deutschen Bahn AG

Customer Relationship Management über facebook: Möglichkeiten und Grenzen am Beispiel der Deutschen Bahn AG

          
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About the Book

Das soziale Medium facebook ist im deutschen Alltag angekommen: Allein 26 Millionen Nutzer in Deutschland sowie die Wachstumsrate von 9,47 Prozent im Jahr 2012 sind hierfür deutliche Indizien. Eine derart weitreichende und gleichzeitig kostenlose Plattform bleibt aufgrund dieser Tatsachen nicht lange dem privaten Networking vorbehalten, sondern weckt auch in Unternehmen das Interesse, zu partizipieren und sich zu präsentieren. Diese Arbeit analysiert am Beispiel der Deutschen Bahn, welche Gesetzmäßigkeiten für Unternehmen gelten, wenn sie eine private Plattform für unternehmerische Zwecke, respektive das Customer Relationship Management, nutzen wollen. Hierzu werden für die Präsenz des Personenverkehrs der Deutschen Bahn auf facebook zunächst quantitative Zielgrößen des CRM ermittelt und bewertet. Um zu prüfen, inwiefern die auf facebook umgesetzten Maßnahmen tatsächlich den Erwartungen sowie Bedürfnissen der (potenziellen) Kunden entsprechen, erfolgt anschließend die qualitative Untersuchung. Auf Grundlage eines Experteninterviews sowie qualitativer Befragungen von facebook-Nutzern wird der Frage nachgegangen, ob tatsächlich CRM-Maßnahmen oder vielmehr - wenn auch indirekt - Marketingmaßnahmen im Vordergrund stehen. Auf Grundlage dieser Erkenntnisse werden sowohl Handlungsempfehlungen für den facebook-Auftritt der DB Bahn abgeleitet, als auch allgemeine Gesetzmäßigkeiten sowie Möglichkeiten und Grenzen zum Customer Relationship Management über facebook erörtert.
About the Author: Carolin Busch, M.A., wurde 1988 in Dresden geboren. Ihr Studium im Internationalen Management & Marketing an der Fachhochschule Worms schloss sie im Jahr 2013 mit dem akademischen Grad Master of Arts ab. Durch die Vertiefung der Fächer Marketing und Kommunikation entwickelte sich für die Autorin die Frage, welche Aspekte bei einer Unternehmenspräsenz auf facebook als einem privaten Netzwerk im Vordergrund stehen: Marketing oder Kommunikation? Dieser Problemstellung wird im vorliegenden Buch nachgegangen, Gesetzmäßigkeiten für Unternehmensauftritte werden auf facebook erörtert.


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Product Details
  • ISBN-13: 9783954254224
  • Publisher: Disserta Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Weight: 376 gr
  • ISBN-10: 3954254220
  • Publisher Date: 22 May 2014
  • Height: 254 mm
  • No of Pages: 212
  • Series Title: German
  • Sub Title: Möglichkeiten und Grenzen am Beispiel der Deutschen Bahn AG
  • Width: 178 mm


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