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Determinanten der integrierten Kundenbindung

Determinanten der integrierten Kundenbindung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834982964
Condition
New
Product Description

Category Management als kooperatives Vermarktungskonzept zwischen Industrie und Handel ist zweifelsohne ein geeignetes Instrument, gemeinsame Umsatzsteigerungen zu erzielen und nicht wertschpfende Kosten zu vermeiden. Bjrn Kahler entwickelt auf Basis ausgewhlter theoretischer Konzepte und sekundrstatistischer Befunde ein Erfolgsfaktorenmodell der integrierten Kundenbindung an Markenprodukte und Vertriebsschienen. Er leitet konkrete Handlungsempfehlungen fr die Unternehmenspraxis ab und zeigt, wie optimale Marketingmanahmen im Zuge von Category Management umzusetzen sind.

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