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Erfolgsfaktoren im Relationship Marketing bei mittelständischen Unternehmen im Produktgeschäft

Erfolgsfaktoren im Relationship Marketing bei mittelständischen Unternehmen im Produktgeschäft

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: Sehr Gut (A), Management Center Innsbruck Internationale Fachhochschulgesellschaft mbH, Sprache: Deutsch, Abstract: Das Abrücken von der Instrumentaldominanz, das zunehmende Verständnis, dass Geschäftserfolg auf guten Beziehungen beruht, sowie das Bekenntnis, Gewinne über Win-Win Situationen zu maximieren, sind die Gründe des Wandels vom traditionellen Transaktionsmarketing hin zum Relationship Marketing Ansatz der letzten Jahre. Dabei wird die Kundenbindung als oberstes Ziel gesehen, Fokus haben demnach langfristige Beziehungen. Instrumente zu dieser Zielerreichung sind: - Customer Relationship Management als ganzheitlicher Strategieansatz, definiert als "Vertriebssteuerung mit System", - der Faktor Persönlichkeit zur Sicherstellung von Kundennähe, Zufriedenheit und Bindung im persönlichen Verkauf, - sowie produktbegleitende Dienstleistungen, welche immer öfter Konkurrenzvorteile bzw. Kernkompetenzen darstellen und den Kunden zusätzliche Nutzen stiften. Der Autor definiert die richtige Kombination dieser drei Größen als Verantwortlichkeit für den Erfolg eines Unternehmens am Markt. Folgende vier Dimensionen sind speziell zu nennen: (1) Unternehmen & Organisation, (2) Information, Wissen, Kommunikation & Technologie, (3) Ziele & Strategie sowie die (4) beziehungsfördernden Produkte und Services. Das in der vorliegenden Arbeit entwickelte PERM(c)-Modell (Personal Relationship Marketing) umfasst und verbindet die Erfolgsfaktoren dieser Dimensionen mit Denkweisen aus der klassischen Beziehungstheorie. Es stellt einen neuartigen Ansatz dar, welcher in der Praxis als Leitfaden für den Aufbau von erfolgreichen Kundenbeziehungen herangezogen werden kann.


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Product Details
  • ISBN-13: 9783638803687
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3638803686
  • Publisher Date: 12 Sep 2007
  • Height: 210 mm
  • No of Pages: 128
  • Series Title: German
  • Weight: 177 gr


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Erfolgsfaktoren im Relationship Marketing bei mittelständischen Unternehmen im Produktgeschäft
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