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Möglichkeiten und strategische Wettbewerbsvorteile durch Direktmarketing im Internet

Möglichkeiten und strategische Wettbewerbsvorteile durch Direktmarketing im Internet

          
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About the Book

Inhaltsangabe: Einleitung: Dem One-to-One-Marketing liegt in erster Linie das Ziel zu Grunde, den Umsatzanteil bei einem Kunden (share of customer) zu steigern. Die Steigerung des Marktanteils (share of market) steht dagegen erst an zweiter Stelle. Die Organisation des Unternehmens wird auf die Kunden ausgerichtet, mit dem Ziel, die individuellen Bedürfnisse der Kunden zu erkennen und gewinnmaximierend zu befriedigen. Beim klassischen Marketing wird das Ziel fokussiert, in einer definierten Periode (=Produktlebenszyklus) für ein Produkt möglichst viele Käufer zu finden. Anders beim One-to-One-Marketing. Einerseits wird hier versucht, zu einem gegebenen Zeitpunkt (=Kaufakt) einem Kunden möglichst viele Produkte und Dienstleistungen zu verkaufen. Gleichzeitig gilt es, den Kunden als Stammkunden zu gewinnen und über die gesamte Kundenbeziehung hinweg möglichst viele Käufe zu initiieren und so den Gesamtumsatz beziehungsweise den Wert des Kunden für das Unternehmen in einer langfristigen Kundenbeziehung zu optimieren (Customer-Lifetime-Value-Konzept). Me-Too-Konzepte reichen längst nicht mehr aus - im Gegenteil: Sie sind Gift für den wirtschaftlichen Erfolg und der Todesstoß für jeden Versuch, Kundenbindung aufzubauen! Gefragt ist Differenzierung, nicht Gleichbehandlung, und Mehrwert statt Einheitsbrei. Überraschen Sie Ihre Kunden, übertreffen Sie die Erwartungshaltung. Think different! Die Kundendatenbank wird zu einer der wichtigsten Ressourcen des Unternehmens. Heute schon hat das One-to-One-Marketing eine große Bedeutung für einige Branchen erlangt. In einigen Jahren werden nur wenige übrig bleiben, für die das Thema kaum eine Rolle spielt. Darüber hinaus wird der künftige Rückgang traditioneller Formen der Werbung in der Medienbranche zu deutlichen strukturellen Veränderungen führen. Gang der Untersuchung: In dieser Arbeit wird zunächst ein Überblick über die Instrumente im klassischen Direktmarketing aufgezeigt. Es folgt ein allgemeiner Überblick über das


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Product Details
  • ISBN-13: 9783838658209
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3838658205
  • Publisher Date: 10 Sep 2002
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 109 gr


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