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Net Value: Der Weg Des Digitalen Kunden
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ISBN10: 3322822710
ISBN13: 9783322822710
Publisher: Springer Pg
Published: Jan 19 2012
Pages: 283
Weight: 0.85
Height: 0.60 Width: 6.00 Depth: 9.00
Language: German
ISBN13: 9783322822710
Publisher: Springer Pg
Published: Jan 19 2012
Pages: 283
Weight: 0.85
Height: 0.60 Width: 6.00 Depth: 9.00
Language: German
Hagel und Singer treiben die aus ihrem Bestseller Net Gain bekannten Geschäftsmodelle zur Eroberung virtueller Märkte weiter. In Net Value beschreiben sie die nächste, vom Internet getragene Profitquelle. Das Internet hält für Unternehmen vielfältige Informationen über Kunden bereit: über zielgerichtete Projekte, über auf den Kundenbedarf zugeschnittene und laufend verbesserte Produkte, die Bindung schaffen und dem Informationsinhaber eindeutige Vorteile verschaffen können. Die Kunden selbst wollen mehr und mehr ihre Privatsphäre schützen, wenn sie das Internet nutzen, um zu kommunizieren, nach Informationen zu suchen und Produkte zu kaufen. Die Autoren beschreiben ein faszinierendes Szenario, in dem Kunden die Kontrolle über ihre persönlichen Daten übernehmen, wie sie nach dem besten Angebot und dem sichersten Platz für ihre Profile suchen. Für die Unternehmen ergeben sich damit schnell extrem gewinnträchtige Möglichkeiten: Sie können neue Strategien entwickeln und als Informationsbroker, als Infomediäre, Profit machen, indem sie den Kunden helfen, den Wert ihrer Daten zu maximieren. Insgesamt ein visionäres und zugleich sehr konkretes Buch über die kommenden Kämpfe um den E-Kunden an der Schnittstelle von IT, strategischem Management und Marketing - in den USA bereits ein Bestseller.
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