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Customer Relationship Marketing mit Hilfe des Internets

Customer Relationship Marketing mit Hilfe des Internets

          
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About the Book

Inhaltsangabe: Problemstellung: „Die Welt ist ein Dorf". Nie war dieser Ausspruch wirklicher als heute im Zeichen des Internets. Ein Kunde kann sich zu jeder Zeit über Angebote zahlreicher Unternehmen weltweit informieren, unabhängig vom jeweiligen Standort. Eine größere Markttransparenz hat es in der Geschichte des Handelns nicht gegeben und die Anzahl der Nutzer des Internets wächst zunehmend - sowohl auf Kunden- als auch auf Unternehmensseite. Dieser Wandel eines weitgehenden Verkäufermarktes im Business-to-Customer-Bereich stellt die Unternehmen vor neue Herausforderungen. Der Kunde als Individuum rückt im Marketing immer mehr in den Vordergrund, da dessen Loyalität zu einem bestimmten Unternehmen gefestigt werden soll. Dies ist darauf zurückzuführen, dass Akquisitionen teuer sind und deshalb auch das weitere Potential eines Kunden nach einer erfolgreichen Transaktion genutzt werden soll, ohne alle Anstrengungen wiederholen zu müssen. Ein Ziel in diesem Zusammenhang ist somit die Kundenbindung, die sich auf eine unternehmensbezogene Beziehung gründet; das Stichwort dazu ist Customer Relationship Marketing (CRM). Die technischen Möglichkeiten des Internets entwickeln sich stetig weiter und bieten den Unternehmen eine Vielzahl von Anwendungsbereichen. Inwiefern diese aber nützlich sein können im Rahmen einer CRM-Ausrichtung, wird in der aktuellen Literatur nicht explizit behandelt. Sie versucht, CRM als Komplex technologischer Gegebenheiten, unternehmensinterner Machbarkeit und theoretischen Grundlagen darzustellen. Eine isolierte Betrachtung der Gegenüberstellung der einzelnen Möglichkeiten mit ihrem konkreten Nutzen im Rahmen von CRM lässt sie dagegen vermissen. Eine derartige Darstellung hätte für ein Unternehmen den Vorteil, dass sie eine Grundlage für die strategische Entscheidungsfindung vor der Implementierung von CRM mit Hilfe des Internets böte. Neben den allgemeinen Theorien und Möglichkeiten eines erfolgreichen CRM stellt sich den Unternehmen insbe


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Product Details
  • ISBN-13: 9783838669502
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838669509
  • Publisher Date: 27 Jun 2003
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Weight: 168 gr


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