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Direktmarketing für Facility-Management-Unternehmen: Theorie und Praxis

Direktmarketing für Facility-Management-Unternehmen: Theorie und Praxis

          
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About the Book

Der Einsatz von Direktmarketing gewinnt in der Marketingkonzeption heutiger Unternehmen eine immer größere Bedeutung. Ein Grund dafür ist der technologische Fortschritt in der Informationstechnologie und die sich dadurch ergebenden Möglichkeiten der individuellen gezielten Kundenansprache. Auch für FM-Unternehmen gibt es Gründe für einen strategischen Einsatz von Direktmarketing. Die fortschreitende Marktbereinigung und der harte Verdrängungswettbewerb auf dem FM-Markt erfordern eine verstärkte Konzentration auf die Neukundengewinnung und in besonderem Maße auf die Kundenbindung. Von Seiten der Kunden wird, wie jüngste Befragungen gezeigt haben, mangelnde Kommunikation und Information beklagt. Der Einsatz von Direktmarketing wäre ein probates Mittel, um diesen Anforderungen gerecht zu werden. Diese Arbeit soll zunächst die Besonderheiten der Vermarktung von FM-Dienstleistungen, die sich aus dem Dienstleistungsmarketing und dem B2B-Marketing ableiten und von Bedeutung für das Direktmarketing sind, darlegen und anschließend die Möglichkeiten für den Einsatz von Direktmarketing erläutern. Durch die ausgewerteten Ergebnisse einer im Rahmen dieser Arbeit durchgeführten Umfrage wird der aktuelle Stand des Einsatzes von Direktmarketing in der FM-Branche dargestellt und anhand der vorausgegangenen theoretischen Ausführungen geprüft. Abschließend soll an einem Beispiel der Direkt-marketingprozess für ein FM-Unternehmen bei der Bearbeitung eines Marktsegments dargestellt werden. Ziel der Arbeit soll und kann nicht die Lieferung eines allgemein gültigen "Rezeptes" für die Durchführung von Direktmarketing in FM-Unternehmen sein. Vielmehr sollen die Notwendigkeit und der Nutzen von Direktmarketingaktivitäten dargelegt und Ansätze für eine sinnvolle Integration von Direktmarketing in die Unternehmensstrategie aufgezeigt werden.
About the Author: Sven Klingelhöfer, Diplom-Wirtschaftsingenieur (FH), Studium "Immobilienwirtschaft und -management" in Holzminden, Abschluss 2003 als Diplom-Wirtschaftsingenieur (FH), zunächst bei einem bundesweit tätigen Unternehmen für infrastrukturelles Ge-bäudemanagement beschäftigt und dort zuletzt als Referent für das Angebotsmana-gement zuständig; aktuell Assistent der Geschäftsleitung bei einem Bauträger.


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Product Details
  • ISBN-13: 9783836654531
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 204 gr
  • ISBN-10: 3836654539
  • Publisher Date: 16 Jan 2008
  • Height: 254 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Theorie und Praxis
  • Width: 178 mm


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