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Customer Relationship Management im Konsumgüter-Bereich: Vom Konzept zum Wettbewerbsfaktor

Customer Relationship Management im Konsumgüter-Bereich: Vom Konzept zum Wettbewerbsfaktor

          
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About the Book

Inhaltsangabe: Einleitung: Im Konsumgüterbereich hat sich das Umfeld der meisten Unternehmen in den letzten Jahren rasant verändert. Stagnierende Märkte, Verdrängungswettbewerb und Konkurrenzdruck haben einen gestiegenen Kosten- und Ertragsdruck verursacht. Eine erhöhte Angebotsvielfalt und die zunehmende Austauschbarkeit vieler funktionaler Produkteigenschaften erschweren es den Unternehmen zusätzlich, sich am Markt zu behaupten. Unternehmen sehen sich mit dem Problem einer sehr geringen Kundentreue konfrontiert, während es gleichzeitig kostenintensiver und schwieriger geworden ist, neue Kunden zu gewinnen. Nachhaltiger als je zuvor sind die Bemühungen, Kunden so langfristig wie möglich an das Unternehmen zu binden. Es ist heute wichtiger denn je, Geschäftsbeziehungen zu Kunden effizient zu gestalten und insbesondere die Beziehung zu wertvollen Kunden systematisch zu pflegen und zu vertiefen. In Theorie und Praxis der Unternehmensführung hat sich das Bewusstsein verstärkt, dass vor allem die Qualität der Kundenbeziehungen über den Unternehmenserfolg entscheidet. In diesem Zusammenhang ist innerhalb der letzten Jahre verstärkt der Begriff Customer Relationship Management (CRM) in betriebswirtschaftlichen Fachdiskussionen aufgekommen. CRM ist eine Geschäftsphilosophie zur Entwicklung dauerhafter Beziehungen zu gewinnbringenden Kunden. Seit Beginn des 21. Jahrhunderts werden in der betriebswirtschaftlichen Praxis in vielen Branchen CRM-Projekte durchgeführt. Ziel dieser Arbeit ist eine Beurteilung, ob CRM ein relevanter Wettbewerbsfaktor im Konsumgüter-Bereich sein kann, und wie ein Unternehmen durch den Einsatz von CRM seine Wettbewerbsfähigkeit erhöhen kann. Diese Arbeit fokussiert sich innerhalb des Konsumgüter-Bereichs auf die Gebrauchsgütermärkte und weist folgende zentrale Fragestellung auf: Kann das CRM-Konzept durch seine Umsetzung zum Wettbewerbsfaktor in Gebrauchsgütermärkten werden? Es wird hierfür insbesondere untersucht, welche Gedanken das theoretische


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Product Details
  • ISBN-13: 9783838646978
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 149 gr
  • ISBN-10: 3838646975
  • Publisher Date: 09 Nov 2001
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Vom Konzept zum Wettbewerbsfaktor
  • Width: 148 mm


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