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Profitable Kundenorientierung Durch Customer Relationship Management (Crm)

Profitable Kundenorientierung Durch Customer Relationship Management (Crm)

          
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About the Book

Sämtliche Marketing- und Managementkonzepte jüngeren Ursprungs stellen die Kundenorientierung als zentralen Faktor des Unternehmenserfolges heraus. Doch obwohl Theorie sowie Wissenschaft den Kunden immer wieder hochstilisieren und sich zahlreiche Unternehmen dem Thema Kundenbeziehungsmanagement verschrieben haben, blieben die angestrebten Erfolge häufig aus. Hierfür zeichnen zwei zentrale Ursachen verantwortlich: Entweder konnten, durften oder wollten Management und Mitarbeiter die Kundenorientierung nicht umsetzen. Oder aber die Ausrichtung sämtlicher Unternehmensaktivitäten an der Klientel verfehlte den anvisierten ökonomischen Erfolg. Angesichts solcher Schwierigkeiten erweitert "Customer relationship management" die Perspektive der klassischen Kundenorientierung um vier wesentliche Aspekte: (1) An Stelle der Maxime einer uneingeschränkten Kundenorientierung tritt die selektive Betreuung der Klientel unter Profitgesichtspunkten. (2) Kundenorientierung gilt nicht mehr länger als alleinige Aufgabe der "Front office" (Marketing, Service, Vertrieb), sondern wird zum zentralen Anliegen sämtlicher Abteilungen. (3) "Multi channeling" erfordert die Synchronisation sämtlicher Kanäle zum Kunden ("One face to the customer"). (4) Das Potential moderner Informations- und Kommunikationstechnologien für den Aufbau und die Pflege von Kundenbeziehungen darf nicht zu einer Vernachlässigung der Marketingperspektive führen. Angesichts der Vielzahl an Publikationen zum Thema "Kundenorientierung" ist einer Neuerscheinung nur dann Erfolg beschieden, wenn sie in einer Marktlücke ansiedelt ist. Die Positionierung des vorliegenden Buches lässt sich an folgenden Punkten festmachen: (a) wissenschaftlich fundierte Aufarbeitung des "State of the Art" auf dem Gebiet des CRM, (b) ohne dabei die technische Seite überzubetonen und die Marketingperspektive zu vernachlässigen, (c) starker Bezug zur Praxis durch Veranschaulichung der theoretischen Ausführungen anhand konkreter Fallbeispiele und Fragebogenauszüge, (d) konkrete, kompakte und übersichtliche Darstellung. Das Buch wurde für Wissenschaft und Praxis geschrieben. Zielgruppen sind Praktiker aus Marketing, Vertrieb, Service und Marktforschung, die sich mit Kundenbeziehungsmanagement beschäftigen, Consultants und Marktforscher, die Unternehmen beim Thema Kundenorientierung begleiten, Studierende und Dozenten an Universitäten, Fachhochschulen und Berufsakademien.


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Product Details
  • ISBN-13: 9783486587456
  • Publisher: Walter de Gruyter
  • Publisher Imprint: Walter De Gruyter
  • Height: 244 mm
  • No of Pages: 161
  • Spine Width: 11 mm
  • Width: 170 mm
  • ISBN-10: 3486587455
  • Publisher Date: 02 Jun 2008
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Weight: 480 gr


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