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Effektivität und Effizienz von zielgruppenorientiertem Direktmarketing

Effektivität und Effizienz von zielgruppenorientiertem Direktmarketing

          
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About the Book

Inhaltlich unveränderte Neuauflage. In dieser Arbeit wird eine differenzierte Kundenbindungspolitik auf Basis einer vorgegebenen Kundensegmentierung entwickelt. Die an den Kundenclub-Mitgliedern eines Sportartikelhändlers durchgeführte Segmentierung lieferte dabei die Grundlage einer Zielgruppenbildung. Die vier ausgewählten und fokussierten Zielgruppen repräsentieren unterschiedliche Kundenbindungstypen, die sich hinsichtlich ihres Kaufverhaltens und ihrer Bindungsmotive unterscheiden. Für diese Zielgruppen werden entsprechend ihren Bedürfnissen und ihres Potentials für das Unternehmen im Rahmen des integrierten Direktmarketings Kundenbindungsmaßnahmen entwickelt, die zum einen die Bindung der Kunden an das Unternehmen verstärken und zum anderen die vorhandenen Potentiale besser ausschöpfen sollen, um so zum langfristigen Erfolg der Geschäftsbeziehung beizutragen. Die Arbeit zeigt auf, wie dadurch eine Verbesserung der Effektivität und Effizienz des praktizierten Direktmarketings ermöglicht werden kann. Schließlich werden im Rahmen einer quasi-experimentellen Untersuchung durchgeführte Direktmarketingaktionen betriebswirtschaftlich untersucht und deren Eignung für eine differenzierte.


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Product Details
  • ISBN-13: 9783639641677
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 152 mm
  • ISBN-10: 3639641671
  • Publisher Date: 18 Mar 2008
  • Height: 229 mm
  • No of Pages: 140
  • Series Title: German
  • Weight: 217 gr


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