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Customer Contact Management
Paperback
Series: de Gruyter Studium
Publisher Price: $46.99
ISBN13: 9783110527148
Publisher: de Gruyter Oldenbourg
Published: Mar 18 2019
Pages: 347
Weight: 1.23
Height: 0.73 Width: 6.69 Depth: 9.61
Language: German
Das vorliegende Buch fokussiert in seiner Kernthese auf die Fragestellung, was sich unter dem Begriff Value Shopping verbirgt. Es werden die Grundlagen des Kundenbeziehungsmanagements dargestellt, welches die logische Konsequenz unserer Entwicklung zu einer Postwachstumsgesellschaft ist. Unerlässlich ist der kritische Umgang mit Total- und Partialmodellen, die das Konsumenten- und Käuferverhalten in der On- und Offl ine-Welt diskutieren. Die Kundenzufriedenheit als eine der bedeutendsten Bindungsursachen wird anhand ausgewählter Modelle erläutert und auf ihre Praxisrelevanz überprüft. Aufbauend auf idealtypischen Kundenzyklen werden die phasenbezogenen Managementaufgaben wissenschaftlich zugeordnet und anhand von Beispielen aus der Praxis erläutert. Der Instrumentarien-Mix im CCM (Customer Contact Management) fokussiert auf Dialogmarketing/No-Line-Systemen und deren Umsetzung und Erfolgsmessungen. Bis hin zur interaktiven Wertschöpfung wird der State of the Art von CCM anschaulich dargestellt.
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