Kundenbindung Effektive Ma Nahmen Und Instrumente F R Einen Langfristigen Unternehmenserfolg
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Kundenbindung Effektive Ma Nahmen Und Instrumente F R Einen Langfristigen Unternehmenserfolg
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Author : Sergej Belsch
language : de
Publisher: Igel Verlag RWS
Release Date : 2017-02
Kundenbindung Effektive Ma Nahmen Und Instrumente F R Einen Langfristigen Unternehmenserfolg written by Sergej Belsch and has been published by Igel Verlag RWS this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02 with Business & Economics categories.
Wie man (gewünschte) Kunden im B2C-Bereich langfristig an ein Unternehmen binden und dadurch den Unternehmenserfolg sichern kann, zeigt Sergej Belsch in diesem Buch. Kundenbindung muss nicht zwingendermaßen bedeuten, dass man jeden Kunden an das Unternehmen bindet – egal was es kostet. Denn vielmehr geht es darum, eine effektive Strategie zu entwickeln, um die besten Kunden zu identifizieren und deren Wünsche und Bedürfnisse gezielt mit maßgeschneiderten Kundenbindungsinstrumenten zu befriedigen. Die Strategie zu einer erfolgreichen Kundenbindung, die der Autor in diesem Buch vorstellt, ermöglicht nicht nur die Beziehungsqualität zwischen Anbietern und Nachfragern nachhaltig zu verbessern, sondern auch Anerkennung und Wertschätzung gegenüber treuen und loyalen Kunden zu vermitteln. Bis heute gibt es eine große Anzahl von Unternehmen, die ihre Kunden immer noch als homogene Masse betrachten und ihre knappen Marketing-Ressourcen nach dem „Gießkannenprinzip“ verteilen. Des Weiteren wird auch viel in die Neukundenakquisition investiert. Dabei werden oft die wichtigsten Kunden außer Acht gelassen. Fakt ist aber, dass loyale Kunden bzw. Stammkunden einen wesentlichen Beitrag zum Unternehmenserfolg leisten. Denn ohne Stammkundschaft, die regelmäßig Einkäufe und Zusatzkäufe im Unternehmen tätigt sowie positive Mundwerbung betreibt, kann heutzutage kein Unternehmen unter diesen massiven Wettbewerbsdruck langfristig am Markt existieren. Da nicht jeder Kunde zum Unternehmenserfolg beiträgt, ist es daher besonders wichtig, das Augenmerk auf die gewinnbringenden Kunden eines Unternehmens zu richten. Die wachsende Angebotsvielfalt und -gleichheit auf zahlreichen Märkten erschwert jedoch die Bindung dieser Kunden. Aus diesem Grund ist es umso bedeutender für ein Unternehmen, seine profitablen Stammkunden zu erkennen und sie mit passenden Bindungsmaßnahmen zu halten. Gelingt es einem Unternehmen, die richtigen Kunden zu gewinnen und langfristig zu binden, wird es im globalen Wettbewerb erfolgreich sein. Das Buch zeigt auf, mit welcher Herangehensweise ein Unternehmen die Bindung seiner Kunden effizient und effektiv betreiben kann und gibt konkrete Handlungsempfehlungen für eine praxisbezogene Umsetzung der Kundenbindung. Darüber hinaus werden dem Leser die bedeutendsten Bindungsfaktoren aufgezeigt, die aus einer umfangreichen Studie ermittelt wurden sowie die effektivsten Instrumente zur Bindung und Identifizierung von potenziellen bzw. gewinnbringenden Kunden.
Advertising Communications And Promotion Management
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Author : John R. Rossiter
language : en
Publisher:
Release Date : 1998
Advertising Communications And Promotion Management written by John R. Rossiter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Advertising categories.
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
Strategic Human Resource Development
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Author : Matthias T. Meifert
language : en
Publisher: Springer Science & Business Media
Release Date : 2014-01-20
Strategic Human Resource Development written by Matthias T. Meifert 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 2014-01-20 with Business & Economics categories.
In an era that has brought new and unexpected challenges for virtually every company, one would be hard-pressed to find any responsible manager who is not thinking about what the future will bring. In the wake of these challenges, strategic planning has moved from being the reserve of large corporations to becoming an essential need for even small and medium-sized enterprises. But what good is even the most convincing strategic concept if the company’s people are unwilling or unable to put it into practice? The key is to develop people, and to develop them not only for the work of today, but also for the challenges that the future holds. Strategic HR development has become a decisive force for the success of any business. This book, edited by Matthias T. Meifert, shows us which basic considerations we need to remember and what strategic HR development means in practice. Its interesting and vivid approach takes the reader on a tour of the eight stages of HR development, introduces the critical factors, and highlights many practical recommendations for strategic HR development practice in business.
The Leadership Engine
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Author : Noel M. Tichy
language : en
Publisher: Pritchett & Hull Associates, Incorporated
Release Date : 1998
The Leadership Engine written by Noel M. Tichy and has been published by Pritchett & Hull Associates, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
"This rapid-read handbook articulates the key concepts of the best-selling hardcover, The Leadership Engine: Building Leaders at Every Level, by Noel Tichy and Eli Cohen. Voted "one of the best business books of the year in 1997" by both BusinessWeek and Library Journal, it argues for making leadership development an embedded process in the way your organization operates."--Amazon
Integrated Communication
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Author : Esther Thorson
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Integrated Communication written by Esther Thorson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Future Telco
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Author : Peter Krüssel
language : en
Publisher: Springer
Release Date : 2018-07-23
Future Telco written by Peter Krüssel and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-23 with Business & Economics categories.
This book examines the extensive changes in markets, technologies and value chains that telecommunication companies are currently confronted with. It analyzes the crossroads they have reached and the choices that now need to be made – to be a bit pipe or a trendsetter of digitalization. Based on an analysis of the key challenges for telcos, the book derives future market scenarios and puts forward recommendations for how they can successfully position themselves. It proposes a framework based on seven “levers,” which addresses concrete measures in each step of the value chain, ranging from technology, IT and processes, to innovation, marketing and sales issues. The book discusses the current challenges and provides both general recommendations and concrete solutions. Respected experts illustrate innovative strategic and technical trends and provide insights gained in real-life transformation projects. Recent developments in the areas of regulation, product development, competition between over-the-top (OTT) providers and telcos, as well as technical innovations like 5G, SDN/NFV, LEO satellites and MEC are discussed. Accordingly, practitioners, managers and researchers alike will benefit from the book’s wealth of examples and up-to-date insights.
The Role Of Culture In Social Media Marketing A Systematic Literature Review
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Author : Nivedha Mahendran
language : en
Publisher: GRIN Verlag
Release Date : 2019-03-11
The Role Of Culture In Social Media Marketing A Systematic Literature Review written by Nivedha Mahendran and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bamberg, language: English, abstract: This present master thesis examines the role of culture on “Social Media Marketing” being a form of modern marketing and a bundle of marketing-related activities using social media. With the help of a systematic literature review, answers are sought to the question as to which extent cultural differences influence the effectiveness of social media marketing. The main objective is to adequately present the state of research on the interdisciplinary topic and to identify research gaps. The findings from peer-reviewed journals ascribe an indispensable value to the cultural component and illuminate the topic from different contemporary relevant perspectives. The results indicate that social media marketing is generally covered from a cultural point of view. Moreover, the insights provide valuable knowledge from both consumers research perspective and from applied social media practices in multicultural settings. However, the findings also reveal extant research gaps in several directions that need to be addressed in the near future to provide theoretical approaches and scientifically proven evidence on successful utilization of social media marketing in multicultural settings. The fact that social media plays an extremely important component in the worldwide dynamic technology development is an irrefutable fact. Companies are forced to integrate social media in the most diverse areas in order to be lucrative in the long term, to save costs and to survive in competition. Typical fields of application include all departments that deal with external corporate communication, e.g. HR for recruiting and talent acquisition, PR for professionally maintaining a favorable public image or in the marketing department as revolutionary marketing and sales platforms. According to a new study, 69% of marketing employees stated that marketing activities on social media helped to increase important marketing indicators and strengthen customer and brand loyalty. Nevertheless, social media offer great opportunities, but also hold challenges. A major challenge is to choose the right medium which depends to a great extent on the target group.
Social Customer Relationship Management
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Author : Rainer Alt
language : en
Publisher: Springer Nature
Release Date : 2019-08-29
Social Customer Relationship Management written by Rainer Alt and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08-29 with Business & Economics categories.
Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed. This book explores how social media can successfully support business processes in marketing, sales and service in the context of customer relationship management (CRM). It presents the fundamentals of Social CRM and shows how small and large companies alike have implemented it. In turn, the book presents analytic and operational software tools that offer features for enhancing and streamlining interactions with customers. The book concludes with an overview of essential design areas that businesses need to bear in mind when introducing social media into their CRM strategies. In this regard, it also points out key success factors, limitations, and data protection aspects.
Managing Corporate Brands
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Author : Marcos Ormeno
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-12-03
Managing Corporate Brands written by Marcos Ormeno 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 2007-12-03 with Business & Economics categories.
Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
Strategic Intuition
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Author : William Duggan
language : en
Publisher: Columbia University Press
Release Date : 2013-06-18
Strategic Intuition written by William Duggan and has been published by Columbia University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-18 with Business & Economics categories.
How "Aha!" really happens. When do you get your best ideas? You probably answer "At night," or "In the shower," or "Stuck in traffic." You get a flash of insight. Things come together in your mind. You connect the dots. You say to yourself, "Aha! I see what to do." Brain science now reveals how these flashes of insight happen. It's a special form of intuition. We call it strategic intuition, because it gives you an idea for action-a strategy. Brain science tells us there are three kinds of intuition: ordinary, expert, and strategic. Ordinary intuition is just a feeling, a gut instinct. Expert intuition is snap judgments, when you instantly recognize something familiar, the way a tennis pro knows where the ball will go from the arc and speed of the opponent's racket. (Malcolm Gladwell wrote about this kind of intuition in Blink.) The third kind, strategic intuition, is not a vague feeling, like ordinary intuition. Strategic intuition is a clear thought. And it's not fast, like expert intuition. It's slow. That flash of insight you had last night might solve a problem that's been on your mind for a month. And it doesn't happen in familiar situations, like a tennis match. Strategic intuition works in new situations. That's when you need it most. Everyone knows you need creative thinking, or entrepreneurial thinking, or innovative thinking, or strategic thinking to succeed in the modern world. All these kinds of thinking happen through flashes of insight--strategic intuition. And now that we know how it works, you can learn to do it better. That's what this book is about. Over the past ten years, William Duggan has conducted pioneering research on strategic intuition and for the past three years has taught a popular course at Columbia Business School on the subject. He now gives us this eye-opening book that shows how strategic intuition lies at the heart of great achievements throughout human history: the scientific and computer revolutions, women's suffrage, the civil rights movement, modern art, microfinance in poor countries, and more. Considering the achievements of people and organizations, from Bill Gates to Google, Copernicus to Martin Luther King, Picasso to Patton, you'll never think the same way about strategy again. Three kinds of strategic ideas apply to human achievement: * Strategic analysis, where you study the situation you face * Strategic intuition, where you get a creative idea for what to do * Strategic planning, where you work out the details of how to do it. There is no shortage of books about strategic analysis and strategic planning. This new book by William Duggan is the first full treatment of strategic intuition. It's the missing piece of the strategy puzzle that makes essential reading for anyone interested in achieving more in any field of human endeavor.
