Beziehungsmarketing
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Customer Relationship Marketing
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Author : Marc Müller
language : de
Publisher: diplom.de
Release Date : 2002-11-01
Customer Relationship Marketing written by Marc Müller and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-11-01 with Business & Economics categories.
Inhaltsangabe:Problemstellung: Ein wesentliches Ziel des Customer Relationship Marketings ist der Aufbau von langfristigen Kundenbeziehungen, welche sowohl für die Kunden als auch für die Unternehmung von Vorteil sind, was bedeutet, dass man win-win Situationen anstrebt. Zahlreiche Autoren wie z.B. Grönroos sind der Meinung, dass es sich beim Beziehungsmarketing um einen Paradigma Wechsel handelt, der das klassische Marketing, welches sich auf die einzelnen Transaktionen fokussiert, ablöst. Dabei stellt sich die Frage, ob man in der Praxis diesen Wandel vom klassischen Marketing hin zum Beziehungsmarketing bzw. zum Customer Relationship Marketing ebenfalls vollzogen hat oder ob sich die Unternehmen noch in einer Übergangsphase befinden, in der sie beide Marketing Konzepte komplementär einsetzen. Schließlich lassen sich in der Praxis solch grundlegende Änderungen, welche Auswirkungen auf die gesamte Unternehmung haben, nicht so einfach vollziehen wie in der Theorie. Die Einführung von Customer Relationship Marketing ist neben seinen positiven Wirkungen jedoch auch mit Kosten verbunden. Daher stellt sich die Frage, ob der entstehende Nutzen durch Customer Relationship Marketing die zusätzlichen Kosten rechtfertigt und ob eine Unternehmung dies im Voraus beurteilen kann. Zudem muss man sich die Frage stellen, ob der potentielle Nutzen von Customer Relationship Marketing für alle Unternehmen gleich ist oder ob das Nutzenpotential von Branche zu Branche bzw. von Produktart zu Produktart unter-schiedlich ist und weshalb dies so sein könnte. Zudem sollte untersucht werden, ob dem Customer Relationship Marketing Grenzen gesetzt sind und ob diese Grenzen von der Branche abhängig sind, in der die Unternehmung tätig ist, oder von der Art der Produkte, die sie anbietet. Solche Grenzen könnten das Potential von Customer Relationship Marketing beschränken und seinen Einsatz in Frage stellen. Die Theorie des Customer Relationship Marketings geht grundsätzlich davon aus, dass die Kunden ein Interesse daran haben, mit den jeweiligen Unternehmen eine langfristige Beziehung einzugehen. Dabei stellt sich die Frage, ob die Unternehmen in der Praxis in Erwägung ziehen, dass manche Kunden möglicherweise gar kein Interesse an einer solchen Beziehung haben und dass sie sich deshalb durch die Bemühungen der Unternehmen, eine langfristige Beziehung zu ihnen aufzubauen, belästigt fühlen könnten. Dies könnte sich dann kontraproduktiv auf das zukünftige Kaufverhalten [...]
Relationship Marketing In International Marketing Sales Channels
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Author : Tim Hüfner
language : en
Publisher: GRIN Verlag
Release Date : 2008-07
Relationship Marketing In International Marketing Sales Channels written by Tim Hüfner and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-07 with Export marketing categories.
Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Bradford (TiasNimbas Business School), 130 entries in the bibliography, language: English, abstract: This paper intends to contribute to the increasing efforts to dissolve the confusions around relationship marketing (RM). In general, it is to provide evidence to the academic community how RM is operationalised in a to date under-researched setting (namely export channels), and generate practical suggestions to export managers how it may be applied more successfully. In this attempt, the paper reports of a study of relationships between brands (exporters) and international resellers (distributors) in the German sporting goods industry. The study investigated the nature and importance of RM instruments which exporting brands use to leverage relationships for achieving success in foreign markets. Assisting in the exploratory venture, the literature review has lead to the development of an export success model. It provided guidance to the author in his research and will enable the reader to appreciate and classify the research contributions. Finally, this work concludes with the application of the insights of the literature review and the study by proposing a practical management tool, the Export Relationship Management Balanced Scorecard (exRMBSc). It will enable managers and organizations to enhance their relationship management practice and thus helps to solve a frequent issue and crucial problems for many exporting businesses.
The Relationship Marketer
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Author : Soren Hougaard
language : en
Publisher: Springer
Release Date : 2009-11-09
The Relationship Marketer written by Soren Hougaard and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-09 with Business & Economics categories.
In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Beziehungsmarketing
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Author : Guido Grunwald
language : de
Publisher: Schäffer-Poeschel
Release Date : 2017-08-04
Beziehungsmarketing written by Guido Grunwald and has been published by Schäffer-Poeschel this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-04 with Business & Economics categories.
Die dauerhafte Erhaltung von Geschäftsbeziehungen ist für den Unternehmenserfolg von besonderer Bedeutung. Dazu ist ein professionelles Beziehungsmarketing erforderlich, das die Gestaltung der Beziehungen zu Kunden ebenso mit einschließt wie die zu Mitarbeitern, Lieferanten, Wettbewerbern, Handelsbetrieben und zur allgemeinen Öffentlichkeit. Anhand von Fallbeispielen und Übungsaufgaben vermitteln die Autoren einen praxisbezogenen Überblick über die Instrumente und Methoden des strategischen wie taktisch-operativen Beziehungsmarketings. Wert gelegt wird insbesondere auf einen ganzheitlichen und nachhaltigen Marketingansatz, der Beziehungen relevanter Partner in Wertschöpfungsketten berücksichtigt und Aktionsalternativen anbietet, die zur Aufrechterhaltung langfristig wirksamer Geschäftsbeziehungen beitragen.
Guanxi
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2013-10-31
Guanxi written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-31 with Business & Economics categories.
Develop a network of successful business relationships in China! This systematic study of the Chinese concept of guanxi--broadly translated, ”personal relationship” or ”connections”--offers a comprehensive social and professional model for doing business in China. In addition to a clear analysis of the origins and meanings of this vital concept, Guanxi: Relationship Marketing in a Chinese Context empowers you with practical tools for establishing guanxi in order to facilitate successful business relationships. Guanxi is based on an original research study as well as the authors’twenty years of experience of doing business in China. Their understanding of the implications of face, favor, reciprocity, honor, and interconnectedness--all vital parts of guanxi--will enable you to understand the unstated assumptions of Chinese business culture. Moreover, the book discusses the legal implications of guanxi as well as cultural expectations. This valuable handbook offers a wealth of information on guanxi: case studies of guanxi in action managerial implications of saving face and reciprocity measuring guanxi quality and performance indicators step-by-step instructions for building guanxi detailed strategies for penetrating the Chinese market Guanxi is an indispensable tool for anyone wanting to do business in China, for students of international business or Chinese culture, and for scholars interested in international business culture.
Marketing
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Author : Svend Hollensen
language : en
Publisher: Vahlen
Release Date : 2015-06-23
Marketing written by Svend Hollensen and has been published by Vahlen this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-23 with Business & Economics categories.
Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien: “Marketing – A Relationship Perspective” is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach suggesting that a company should in any case pursue an integrative and situational marketing management approach. Svend Hollensen’s and Marc Opresnik’s holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners alike.
Relationship Marketing
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Author : Helen Peck
language : en
Publisher: Routledge
Release Date : 2013-06-17
Relationship Marketing written by Helen Peck and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Arranged in 6 sections, this title gives marketing practitioners and students critical examples of best practice from a variety of companies. Alongside 'Relationship Marketing: bringing quality, customer service and marketing together' and 'Relationship Marketing for Competitive Advantage: winning and keeping customers' this new title provides readers with insights into marketing in the 21st century.
Relationshipping
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Author : George Wiedemann
language : en
Publisher: Xlibris Corporation
Release Date : 2020-03-16
Relationshipping written by George Wiedemann and has been published by Xlibris Corporation this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-16 with Fiction categories.
Relationshipping is for all managers in the enterprise concerned with developing products and engaging prospects and customers. It is especially relevant to CEOs and their teams. Relationshipping is also essential reading for business school professors and their students, because the book goes to the heart of how marketing has been changed by internet connectivity and the technology revolution. Consumers now want a unified, seamless, and moving to personalized brand experience as they engage with and use the products and services. This makes it imperative for management to connect the dots to see the prediction of where their strategies and tactics to engage customers is taking the value of their enterprise. Welcome to this connected new world. Relationshipping provides an overarching view and a blueprint for how to deal with it.
Beziehungsmarketing Und Crm Erfolgreich Realisieren
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Author : Hermann Diller
language : de
Publisher: WiGIM ev Nürnberg
Release Date : 2003
Beziehungsmarketing Und Crm Erfolgreich Realisieren written by Hermann Diller and has been published by WiGIM ev Nürnberg this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
Total Relationship Marketing
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Author : Evert Gummesson
language : en
Publisher: Routledge
Release Date : 2008
Total Relationship Marketing written by Evert Gummesson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Highly informative, practical in style, and packed with fully updated examples and cases from real companies, this is an essential resource for both undergraduate and postgraduate students. The third edition benefits from improved features to help students, including questions for discussion and end-of-chapter summaries.
