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Customer Relationship Management am Beispiel der Zeitungsbranche - Der Kundenwert als marktwirtschaftliches Zukunftsmodell?

Customer Relationship Management am Beispiel der Zeitungsbranche - Der Kundenwert als marktwirtschaftliches Zukunftsmodell?

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1.7, Rheinische Friedrich-Wilhelms-Universität Bonn (Institut für Kommunikationswissenschaften), Veranstaltung: Proseminar, Sprache: Deutsch, Abstract: Gemäß dem Kondratjew-Theorem sinkt in der modernen Informationsgesellschaft die Nachfrage auf den Verkäufermärkten unter das Niveau des Wareangebots. Marketingexperte Philip Kotler konstatiert derzeit diese Voraussicht: "Das Hauptproblem in der heutigen Wirtschaft besteht darin [...]: Nicht die Produkte sind knapp, sondern die Kunden" (Kotler 2002: 11). Für die Unternehmen entsteht daraus ein neuer Anpassungsdruck. Statt ihre Kompetenzen wie bisher auf die Pflege des Portfolios zu fokussieren, gerät zusehends der Kunde in den Mittelpunkt der Unternehmensstrategien. Der Märktewandel durch eine vernetzte Welt, neue Kommunikations- wie Vertriebswege, einen verschärften Wettbewerb sowie - daraus resultierend - selbstständigere Konsumenten verlangt geradezu nach einer Antwort auf das entstandene Problem der Kundenbindung. Seit Ende der neunziger Jahren macht das so genannte Customer Relationship Manage-ment (CRM) von sich reden: In umkämpften Märkten erfolgt Differenzierung nicht mehr vor-rangig über die klassischen Faktoren Preis/Leistung, sondern über die Kundenansprache, um die Erwartungen einer potentiellen Käufergruppe möglichst optimal und kosteneffektiv zu decken. Es kann gegenüber klassischer unternehmerischer Angebotspolitik als "Paradig-menwechsel " (Diller 2001: 166) gesehen werden. Hierbei allerdings treffen zwei völlig unter-schiedliche Zielrichtungen aufeinander: "die von der Anbieterseite ausgehende Standardisie-rung des Angebots und die von der Nachfragerseite ausgehende Individualisierung" (Kotler 2002: 13). Was verbirgt sich konkret hinter CRM? Welche Auswirkungen ergeben sich für Strategie und Zielsetzungen eines CRM-geleiteten Unternehmens? In einem ersten Schritt soll eine allgemeine Vorste


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Product Details
  • ISBN-13: 9783638654333
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr
  • ISBN-10: 3638654338
  • Publisher Date: 05 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm


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