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Kundenabwanderungs- Und Kundenrückgewinnungsprozesse: Eine Theoretische Und Empirische Untersuchung Am Beispiel Von Banken
Paperback
Series: Basler Schriften Zum Marketing, Book 10
ISBN13: 9783409119023
Publisher: Springer Nature
Published: Apr 29 2002
Pages: 284
Weight: 0.80
Height: 0.64 Width: 5.83 Depth: 8.27
Language: German
Silke Michalski führt eine detaillierte Prozessanalyse der Kundenabwanderung bei Banken durch und untersucht, wie die Möglichkeiten der aktiven Rückgewinnung abgewanderter Kunden für den Finanzdienstleistungsbereich einzuschätzen sind. Die hierfür relevanten Unternehmensprozesse, angefangen von der Identifikation, Segmentierung und Ansprache abgewanderter Kunden bis hin zum Controlling des Rückgewinnungserfolgs werden in kompakter und gut lesbarer Form dargestellt.
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