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Kundenrückgewinnungsmanagement: Organisationale Erfolgsfaktoren Und Besonderheiten Des Business-To-Business Kontexts
Paperback
Series: Schriftenreihe Des Instituts Für Marktorientierte Unternehme
ISBN13: 9783658256203
Publisher: Springer Gabler
Published: Mar 7 2019
Pages: 171
Weight: 0.51
Height: 0.40 Width: 5.83 Depth: 8.27
Language: German
Die Rückgewinnung verlorener Kunden stellt ein zunehmend wichtiges, jedoch weitestgehend unerforschtes Instrument des Customer Relationship Managements dar. Auf Basis empirischer Untersuchungen zeigt Olivia Gwinner die Bedeutung verschiedener Elemente der Organisationskultur und -steuerung für das Kundenrückgewinnungsmanagement eines Unternehmens auf. Darüber hinaus analysiert sie mit Hilfe von Kunden- und Anbieterdaten die Besonderheiten von Kundenrückgewinnungsangeboten und deren Erfolg im Business-to-Business Bereich.
Das Institut für Marktorientierte Unternehmensführung (IMU) wurde 1999 an der Universität Mannheim neu konstituiert. Es versteht sich als Plattform für anwendungsorientierte Forschung sowie als Forum des Dialogs zwischen Wissenschaft und Praxis. Ziel dieser Schriftenreihe ist es, wissenschaftliche Erkenntnisse zu publizieren, die für die marktorientierte Unternehmensführung von Bedeutung sind.
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