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Seven Myths of Customer Management: How to Be Customer-Driven Without Being Customer-Led

Seven Myths of Customer Management: How to Be Customer-Driven Without Being Customer-Led

          
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About the Book

Die Kunden - sie sind der größte Aktivposten eines Unternehmens und die Hauptquelle für langfristige Wertschöpfung in einem Unternehmen. Doch anders als andere Aktivposten, verändern sich die Kunden permanent. Deshalb muss man besonders sorgsam mit ihnen umgehen, wenn man die Erträge, die sie dem Unternehmen bescheren, maximieren will.

"The Seven Myths of Customer Management" sagt Ihnen, wie erfolgreiches Customer Management aussieht.

Die Autoren kritisieren, dass dem Thema Kundenzufriedenheit und der Vorrangstellung des Kunden eine viel zu große Bedeutung beigemessen wurde, und zwar auf Kosten kompromissloser Kommerzialisierung.

Die meisten Unternehmen hätten bei ihrer übertriebenen Kundenorientiertheit vergessen, dass die oberste Geschäftsregel heisst, Geld zu verdienen.

Dieses pragmatische Buch räumt auf mit dem weit verbreiteten "Der Kunde ist König"-Klischee und zerstört die sieben Mythen des Customer Management, wie z.B. 'Die Kundenbindung ist der Schlüssel zu erhöhter Rentabilität' oder 'Kundenzufriedenheit führt zu Kundentreue' oder aber 'Wiederholungskäufe sind dasselbe wie Kundentreue'.

Es stellt einen Aktionsplan auf, der Schritt-für-Schritt erklärt, wie man Kundenorientierung und kommerzielle Ziele miteinander in Einklang bringt.

Ziel des Buches ist es, dass Unternehmen lernen, kundenorientiert zu sein, aber nicht kundengesteuert.


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Product Details
  • ISBN-13: 9780470858806
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Depth: 18
  • Language: English
  • Returnable: Y
  • Spine Width: 19 mm
  • Weight: 503 gr
  • ISBN-10: 047085880X
  • Publisher Date: 01 Aug 2003
  • Binding: Hardback
  • Height: 239 mm
  • No of Pages: 240
  • Series Title: English
  • Sub Title: How to Be Customer-Driven Without Being Customer-Led
  • Width: 153 mm


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