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Kundenloyalität im Abonnementvertrieb regionaler Tageszeitungen
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ManagementGeneral ReferenceGeneral Sociology
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ISBN10: 3640261879
ISBN13: 9783640261871
Publisher: Grin Verlag
Published: Feb 7 2009
Pages: 92
Weight: 0.29
Height: 0.22 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783640261871
Publisher: Grin Verlag
Published: Feb 7 2009
Pages: 92
Weight: 0.29
Height: 0.22 Width: 5.83 Depth: 8.27
Language: German
Wissenschaftliche Studie aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Sprache: Deutsch, Abstract: In den Kategorien einer Marketingkonzeption zeigt diese Studie auf, welche Bedeutung das Konstrukt hoher Kundenloyalität gegenwärtig und zukünftig für den Abonnementvertrieb lokaler und regionaler Tageszeitungen aufweist. Auf dieser Erhebungsbasis umrei t die Arbeit zielstrategische Perspektiven und leitet hieraus strategieadäquate Instrumente ab, die in diesem Segment geeignet erscheinen, zukunftsgerichtet die Loyalität interner wie externer Kunden zu erhöhen. Besondere Geltung erfahren hierbei die Implikationen einer wertschöpfungserhöhenden Führungskultur, einer Loyalitätsethik sowie einer umfassenden Dienstleistungsorientierung am Rezipienten.
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