Faktoren Der Konsumentenseitigen Akzeptanz Von Kundenkarten
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Faktoren Der Konsumentenseitigen Akzeptanz Von Kundenkarten
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Author : Anne-Katrin Tauber
language : de
Publisher: GRIN Verlag
Release Date : 2009
Faktoren Der Konsumentenseitigen Akzeptanz Von Kundenkarten written by Anne-Katrin Tauber and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universität Kassel, Sprache: Deutsch, Abstract: Die Situation und die Bedingungen auf den Märkten unterliegen seit den 1990er Jahren großen Veränderungen. Gesättigte Märkte, steigende Wettbewerbsintensität, sowie homogene Produkt- und Dienstleistungsangebote prägen das aktuelle Bild. Hinzu kommt ein verändertes Konsumentenverhalten, welches sich unter anderem durch demographische Verschiebungen, variety-seeking oder aber auch der zunehmenden Nutzung neuer Technologien wie dem Internet und dem damit einhergehenden gewandelten Informations-, Kommunikations- und Einkaufsverhalten auszeichnet (vgl. Holland/Huldi et al. 2001, S. 14ff; Wiencke/Koke 1994, S. 11ff; Diller/Müller 2006, S. 135; Feinen/Mertens et al. 2005, S. 1f). Als Konsequenz dieser Trendwende erachten zahlreiche Unternehmen Kundenbindung als Lösungsansatz, mit welchem sie den sich ändernden Rahmenbedingungen entgegen treten können. Auch in der Literatur wird das Thema Kundenbindung breit diskutiert. Ein häufig erwähntes und in der Praxis weit verbreitetes Kundenbindungsinstrument stellt dabei die Kundenkarte dar (vgl. Feinen/Mertens et al. 2005, S. 1). Unternehmen beabsichtigen mittels der Kundenkarten Informationen und Daten über ihre Kunden zu sammeln. Auf dieser Basis können Käuferprofile erstellt werden, die wiederum die Grundlage für weiterführende kundenspezifische und loyalitätssteigernde Aktivitäten aus Direkt- und Dialogmarketing bilden (vgl. Teichmann 2006, S. 41ff; Stoff/Schröder 2002, S. 36; Geller 1997, S. 58; Lammers 1999, S. 26; Sargeant/West 2001, S. 6ff). Die Praxis zeigt jedoch bereits eine Vielzahl an fehlgeschlagenen Programmen auf. Die Kundenkarten sind in diesen Fällen nicht erfolgreich oder effektiv und tragen so auch nicht zum Gesamterfolg des Unternehmens bei (vgl. Hoffmann 2008, S. VII ff; Feinen/Mertens et al. 2005, S. 2). Ein Grund für das Scheitern der Kundenkartensysteme li
Akzeptanz Mobiler Kundenkartenprogramme Bei Konsumenten
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Author : Jan Prein
language : de
Publisher: Springer-Verlag
Release Date : 2011-08-05
Akzeptanz Mobiler Kundenkartenprogramme Bei Konsumenten written by Jan Prein and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08-05 with Business & Economics categories.
Jan Prein untersucht, inwieweit Konsumenten mobile Dienste in Kundenkartenprogrammen tatsächlich akzeptieren und welche Faktoren die Akzeptanz beeinflussen. Auf der Basis der Ergebnisse einer umfangreichen empirischen Untersuchung gibt der Autor Empfehlungen für die erfolgreiche Gestaltung mobiler Kundenkarten-Anwendungen.
Handbook Of Research On Mobile Marketing Management
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Author : Pousttchi, Key
language : en
Publisher: IGI Global
Release Date : 2009-11-30
Handbook Of Research On Mobile Marketing Management written by Pousttchi, Key and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-30 with Computers categories.
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
Die Akzeptanz Kartenbasierter Kundenbindungsprogramme Aus Konsumentensicht
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Author : Anke Hoffmann
language : de
Publisher: Springer-Verlag
Release Date : 2008-01-24
Die Akzeptanz Kartenbasierter Kundenbindungsprogramme Aus Konsumentensicht written by Anke Hoffmann and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-01-24 with Business & Economics categories.
Anhand von Befragungsdaten zu elf großen deutschen Kundenkartenprogrammen untersucht Anke Hoffmann die Akzeptanz kartenbasierter Kundenbindungsprogramme aus Konsumentensicht.
Grocery Revolution
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Author : Barbara E. Kahn
language : en
Publisher: Prentice Hall
Release Date : 1997
Grocery Revolution written by Barbara E. Kahn and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business & Economics categories.
A wonderful supplement to any marketing course, this paperback provides a starting point for anyone trying to develop a focus on the consumer by giving a "reader friendly" overview of what academic researchers have discovered about consumer grocery shopping behavior.
International Direct Marketing
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Author : Manfred Krafft
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-10-14
International Direct Marketing written by Manfred Krafft and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-10-14 with Business & Economics categories.
This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.
Encyclopedia Of E Commerce E Government And Mobile Commerce
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Author : Khosrow-Pour, D.B.A., Mehdi
language : en
Publisher: IGI Global
Release Date : 2006-03-31
Encyclopedia Of E Commerce E Government And Mobile Commerce written by Khosrow-Pour, D.B.A., Mehdi and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-31 with Business & Economics categories.
[Administration (référence électronique)].
Marketing Strategies Used By Intel To Create A Sustainable Market Position
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Author : Christopher Ulph
language : en
Publisher: GRIN Verlag
Release Date : 2011-02
Marketing Strategies Used By Intel To Create A Sustainable Market Position written by Christopher Ulph and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-02 with categories.
Project Report from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 75, University of Hertfordshire (Business School), course: MA Marketing, language: English, abstract: An investigation to analyse the marketing strategies used by Intel by examining strategic marketing issues and also the options facing the organisation in building a sustainable competitive market position.
Business Development
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Author : Andreas Kohne
language : en
Publisher: Springer
Release Date : 2019-02-04
Business Development written by Andreas Kohne and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-04 with Computers categories.
The book provides a compact overview of the increasingly important topic of Business Development (BD). The author not only describes the role of the Business Development Manager and its tasks, but also shows how Business Development can be integrated organizationally into a company. In addition, a prototypical Business Development Process is presented in concrete terms and explained using a case study. The book shows why enterprises fail, deals with new creative techniques such as Hackthons and dedicates itself more comprehensively than so far to the topic of communication in the course of changes.The book helps all, which want to introduce and/or optimize Business Development in the enterprise as responsible ones or work in the future in this range.
Connected Marketing
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Author : Justin Kirby
language : en
Publisher: Routledge
Release Date : 2007-06-07
Connected Marketing written by Justin Kirby and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-06-07 with Business & Economics categories.
Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers. Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling ‘Anatomy of Buzz’) Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people). Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand.