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Einsatz von Database Marketing und Computer Aided Selling und deren Integration zum Customer Relationship Management bei Banken

Einsatz von Database Marketing und Computer Aided Selling und deren Integration zum Customer Relationship Management bei Banken

          
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About the Book

Inhaltsangabe: Gang der Untersuchung: Die Arbeit untersucht das Database Marketing und Computer Aided Selling sowie deren Integration zum Customer Relationship Management bei Banken im Privatkundenbereich. Nach einer kurzen Einführung in die Problematik erfolgt die Darstellung der Situation des Privatkundengeschäfts bei Universalbanken und die Notwendigkeit des Einsatzes von Informationstechnologien in diesem Bereich. In dem anschließenden theoretischen Teil der Arbeit werden Systeme wie das Database Marketing, Computer Aided Selling und Customer Relationship Management voneinander abgegrenzt und deren Konzeptionen vorgestellt. Danach folgt der praktische Teil der Arbeit, in dem verschiedene Umsetzungsmöglichkeiten der einzelnen Informationssysteme durch unterschiedliche Softwareanbieter aufgezeigt werden. Auf Basis der theoretischen Aufarbeitung und der Betrachtung der in der Praxis vorherrschenden Systeme wird ein Integrationsmodell entwickelt, das die verschiedenen Entwicklungen und Ansätze zu einem Modell zusammenfaßt. Abschließend werden die dargestellten Informationssysteme anhand von Interviews mit drei Banken im Hinblick auf ihre augenblickliche und geplante Umsetzung auch im Rahmen des Integrationsmodells überprüft. Inhaltsverzeichnis: Inhaltsverzeichnis: Abbildungsverzeichnis4 Abkürzungsverzeichnis5 1.Einleitung6 1.1Problemstellung6 1.2Ziel und Aufbau der Arbeit7 2.Das Privatkundengeschäft vor neuen Herausforderungen8 2.1Die Strategie des Beziehungsmanagements8 2.2Mit DBM und CAS zu einer erfolgreichen Kundenbeziehung10 2.3Die heterogene Datenlandschaft bei Banken12 3.Die Konzeptionen des DBM und CAS13 3.1Die Konzeption des Database Marketings13 3.2Die Konzeption des Computer Aided Sellings16 4.Customer Relationship Management18 4.1Integration von DBM und CAS18 4.2Der Prozeß des Customer Relationship Managements20 5.Kundeninformationen als Grundlage von kundenorientierten Systemen22 5.1Data Warehouse und Business Intelligence22 5.2Der


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Product Details
  • ISBN-13: 9783838619019
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838619013
  • Publisher Date: 21 Nov 1999
  • Height: 210 mm
  • No of Pages: 102
  • Series Title: German
  • Weight: 145 gr


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