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Customer und Shareholder Relationship Management
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Dauerhafte Beziehungen zu Kunden und anderen fr das Unternehmen wichtige Interessengruppen sind Voraussetzung fr den Unternehmenserfolg. Dieses Buch bietet Grundlagen und Instrumente fr die Entwicklung und Erhaltung erfolgreicher und dauerhafter Kundenbeziehungen. Dieser Bereich wird unter dem Begriff Customer Relationship Management (CRM) zusammengefat. CRM-Konzepte fr eine Neuausrichtung smtlicher Geschftsprozesse auf den Kunden werden vorgestellt. Daneben werden auch die Beziehungen zu den Aktionren behandelt (Shareholder Relationship Management). Neun Fallstudien aus teilweise weltbekannten Unternehmen zeigen die erfolgreiche Umsetzung der Konzepte und bieten dem Leser praktische Lsungen.
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