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Kundenbindung Und Kundenwert
Hardcover
ISBN13: 9783790800500
Publisher: Physica-Verlag
Published: May 15 2007
Pages: 413
Weight: 1.60
Height: 1.00 Width: 6.40 Depth: 9.40
Language: German
Das Management von Kundenbeziehungen wird zunehmend als kritischer Erfolgsfaktor gesehen. Bisher mangelte es an einem verständlichen Überblick über Erkenntnisse zu Kundenbindung und Kundenertragswert. Dieses Buch schlie t die Lücke. Es stellt zahlreiche Arbeiten hierzu im Überblick dar, beschreibt konkrete Ansätze zur Messung von Kundenlebenszeit und -wert. Umfangreiche empirische Analysen zeigen, wie Sie Kundenlebenszeiten und deren Bestimmungsfaktoren identifizieren. Die detaillierten Auswertungen widerlegen den häufig unterstellten positiven Zusammenhang von Kundenlebenszeit und Kundenertragswert. Vielmehr gibt es gro e Kundensegmente, die kurzlebig und doch hoch profitabel sind. Interessant für Fachleute in Theorie und Praxis.
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