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Das elektronische Firmenkundengeschft der Kreditinstitute mit dem industriellen Mittelstand

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Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783790810868
Condition
New
Product Description

Im Zuge der Entstehung und Verbreitung neuer Technologien, wie Internet oder EDI/EDIFACT, gewinnt das elektronische Firmenkundengeschft an Bedeutung, u.a. zur Intensivierung der Kundenbindung oder zur Differenzierung durch Produktinnovationen. Fr Bankleistungen des elektronischen Firmenkundengeschfts stellt der industrielle Mittelstand wegen seiner spezifischen Problemlage eine besonders attraktive Zielgruppe dar. Zoel des Buches ist die Enteicklung eines praxisorientierten Marketing-Konzepts fr das elektronische Firmenkundengeschft mit dem industriellen Mittelstand. Grundlage hierfr bildet neben einer detaillierten Situationsanalyse eine repsentative Firmenkundenumfrage bei mittelstndischen und groen Industrieunternehmen, deren Anforderungsprofil, Ausstattungsbedarf und Ausstattungsgrad im elektronischen Firmenkundengeschft ausfhrlich dargestellt werden. Unter Verwendung mutlivariater Analysemethoden wird eine potentialorientierte Segmentierung entwickelt, die in konkrete Handlungsempfehlungen fr die indizierten Segmente mndet. Mehr als 110 Abbildungen und Tabellen veranschaulichen die Ergebnisse der Untersuchung.

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