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Total Loyality Marketing - Unternehmenspraxis im Mittelstand

Total Loyality Marketing - Unternehmenspraxis im Mittelstand

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Europäische Fernhochschule Hamburg, Sprache: Deutsch, Abstract: Unternehmen organisieren sich in ihren Strukturen abnehmerorientiert und verste-hen sich als Problemlöser ihrer Kunden. "Der Kunde soll im Mittelpunkt allen unternehmerischen Handelns stehen. Denn Mehrwert für den Kunden zu schaffen ist die eigentliche Bestimmung von Unter-nehmen" (Buser et al. 2003: 13). Dabei unterliegen die meisten dennoch der Sicht ihrer eigenen Unternehmen und bieten in einer Regelmäßigkeit ihrer "Zielgruppe" irgendwelche Super-Sonderangebote, die allein ihre Überkapazitäten abbauen sollen. Dies geschieht in höherem Maße, wenn Märkte gesättigt sind und damit ein immer stärker werdender Verdrängungswettbewerb stattfindet. Dadurch entsteht eine Spirale, die als wesentlichstes Element den Preiswettbewerb in den Vordergrund stellt. Die Budgets werden zusammengeschrumpft und bieten wenig Spielraum für ein gesundes Wachstum. Sowohl die Kundengewinnung als auch die Kundenbindung werden dadurch schwieriger. Dabei liegt hier für Unternehmen, die erfolgreich sein wollen, der Schlüssel zu mehr Wachstum, Umsatz und schlussendlich auch mehr Profit. "Total Loyalty Marketing bietet einen Managementansatz aus dem einzig legitimen Blickwinkel, und zwar aus der Sicht des Kunden" (Schüller, Fuchs 2007: 13). Die aktuelle Pressemeldung des Kundenmonitors 2007 titelt ganz deutlich, daß die Kundentreue auf breiter Front sinkt (vgl. Metje 2007). Kunden- und Mitarbeiterzufriedenheit nehmen aus Sicht des Total Loyalty Marketing eine zentrale Stellung ein. Der Ansatz dazu beginnt beim Mitarbeiter im eigenen Unternehmen. Der Mitarbeiter muss mit seinen Einstellungen und der Erfüllung seiner Leistung den Kunden an das Unternehmen binden. Gelingt es ihm dabei, die Kundenerwartungen zu übertreffen, schafft er die erste Stufe auf dem Weg zur Kundenbindung. Doch die Mitarbeiter in Vertrieb und Verkauf unterlieg


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Product Details
  • ISBN-13: 9783640250400
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3640250400
  • Publisher Date: 21 Jan 2009
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr


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