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Determinanten der integrierten Kundenbindung
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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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