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Kundenbeziehungsmanagement mit CRM-Systemen

Kundenbeziehungsmanagement mit CRM-Systemen

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Informationswissenschaften, Informationsmanagement, Note: 1,0, Universität Stuttgart (Wirtschaftsinformatik), Veranstaltung: Informationsmanagement, Sprache: Deutsch, Abstract: Die Macht der Kunden hat durch Globalisierung, Internet und E-Commerce stark zugenommen. Dies führt in fast allen Branchen zu einem zunehmenden Wettbewerbsdruck, sowie gesättigten Märkten und veranlasst Unternehmen nach immer neueren innovativen Managementkonzepten zu suchen, in der Hoffnung sich einen Wettbewerbsvorteil sichern zu können. Als ein solch vielversprechender Managementtrend wird in Wissenschaft und Praxis das Customer Relationship Management (CRM), bzw. Kundenbeziehungsmanagement, gehandelt. Ziel des Customer Relationship Managements ist eine Steigerung des Unternehmenserfolgs durch die strategische Ausrichtung des Unternehmens an den individuellen Wünschen der Kunden. Für diese Aufgabe optimierte Informationssysteme, sogenannte CRM-Systeme, sol-len den Weg zu diesem Bestreben unterstützen und eine integrierte Kundenansicht erlauben. Dies wiederum soll zu einer umfassenderen, verbesserten Qualität der Kundenbeziehungen und schlussendlich zu einem erhöhten Unternehmenswert führen. Aufgrund der Komplexität stellen CRM-Systeme Unternehmen aber auch vor neuartige Probleme und Anforderungen. Die zentrale Frage dieser Arbeit ist daher, inwiefern CRM-Systeme das Kundenbe-ziehungsmanagement positiv unterstützen und neue Herausforderungen, die das CRM mit sich bringt, gemeistert werden können. Um diese Frage zu beantworten werden in Kapitel 2 zunächst die Grundlagen für das Verständnis des CRMs und der CRM-Systeme gelegt. In Kapitel 3 wird näher auf die Hauptkomponenten eines CRM-Systems eingegangen und die Komplexität eines solchen sichtbar. Kapitel 4 beschäftigt sich mit CRM-Systemen in der Praxis und beleuchtet hierbei die Aspekte Wirtschaftlichkeit und Einführung eines CRM-Systems näher. Abschließend folgt ein Fazit mit kurzem


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Product Details
  • ISBN-13: 9783656443551
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr
  • ISBN-10: 3656443556
  • Publisher Date: 07 Jun 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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