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Strategien zum Aufbau von Kundenloyalität als Erfolgsfaktor unternehmerischen Handelns: Eine analytische Darstellung am Beispiel Apple

Strategien zum Aufbau von Kundenloyalität als Erfolgsfaktor unternehmerischen Handelns: Eine analytische Darstellung am Beispiel Apple

          
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About the Book

Masterarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Fresenius; Köln, Sprache: Deutsch, Abstract: Die im Zuge der Globalisierung veränderten Marktbedingungen wie etwa wachsender Konkurrenzdruck, Verlust von Marktanteilen und abnehmende Kundentreue veranlasste viele Unternehmen einen Strukturwandel im Marketing zu vollziehen. In diesem Zusammenhang entwickelte und etablierte sich die übergeordnete Unternehmensphilosophie des Customer Relationship Management (CRM). Mit dem Ziel langfristige Kundenbeziehungen herzustellen, sieht das CRM eine konsequente Ausrichtung der Unternehmensaktivitäten an den Bedürfnissen der Kunden vor. Die Kundenloyalität stellt dabei die höchste und somit wichtigste Stufe im Kundenbindungsprozess dar. Um den Aufbau von Kundenloyalität mithilfe eines theoretischen Modells an einem praktischen Unternehmensbeispiel darstellen zu können, werden in der folgenden Arbeit die Elemente des Loyalitätskreislaufes nach den Autoren Förster und Kreuz auf die relevanten kundenloyalitätsfördernden Unternehmensstrategien und -maßnahmen des US-amerikanischen Computerherstellers Apple übertragen und angewendet. In vier aufeinander aufbauenden Prozessschritten wird aufgezeigt, wie es Apple gelingt Interessenten in loyale Stammkunden zu verwandeln. So schafft es Apple im ersten Schritt Attract mithilfe einer effektiven Marketingstrategie die Aufmerksamkeit von Interessenten und potenziellen Käufern zu gewinnen. Diese werden im zweiten Schritt Convert durch den Einsatz einer Verkaufs- und Distributionsstrategie in Kunden verwandelt. Im dritten Schritt des Loyalitätskreislaufes Serve festigt Apple die Bindung der Kunden an das Unternehmen, indem diese mithilfe einer außergewöhnlichen Produkt- sowie stark kundenorientierten Servicestrategie bedient und begeistert werden. Im abschließenden vierten Schritt Retain erreicht Apple mithilfe einer Aftersales- und Produktverbundstrategie den Aufbau einer dauerhaf


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Product Details
  • ISBN-13: 9783656056881
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 159 gr
  • ISBN-10: 3656056889
  • Publisher Date: 19 Nov 2011
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Eine analytische Darstellung am Beispiel Apple
  • Width: 148 mm


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Strategien zum Aufbau von Kundenloyalität als Erfolgsfaktor unternehmerischen Handelns: Eine analytische Darstellung am Beispiel Apple
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Strategien zum Aufbau von Kundenloyalität als Erfolgsfaktor unternehmerischen Handelns: Eine analytische Darstellung am Beispiel Apple
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