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Das Kundenbeziehungsrisiko aus Unternehmenssicht
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Die Diskussion ber die Risiken unternehmerischen Handels nimmt seit langem einen zentralen Stellenwert innerhalb der betriebswirtschaftlichen Forschung und der Unternehmenspraxis ein. Ausgehend vom wertorientierten Kundenbeziehungsmanagement entwickelt Jochen Becker ein mehrdimensionales Konzept des Kundenbeziehungsrisikos. Er nimmt Bezug auf bestehende Risikokonzepte in der finanzwirtschaftlichen Literatur und im Controlling, deren Anwendbarkeit auf das Beziehungsmarketing er kritisch prft. Zur Bestimmung der einzelnen Risikodimensionen werden Modelle entwickelt, die eine Implementierung in der Unternehmenspraxis ermglichen.
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