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Identifikation und Ausschpfung von Up-Selling-Potenzialen

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783834984234
Condition
New
Product Description

Vor dem Hintergrund eines steigenden Wettbewerbsdrucks sowie der wachsenden Komplexitt der Mrkte stehen viele Unternehmen vor der Notwendigkeit, bestehende Kundenbeziehungen zu intensivieren. In diesem Zusammenhang gewinnen die Erfassung und Erschlieung von Up-Selling-Potenzialen eine besondere Bedeutung. Andr Pohlkamp entwickelt ein mehrstufiges, potenzialorientiertes Segmentierungsverfahren, welches die Erfassung, Erklrung sowie Steuerung des Kundenverhaltens im Kontext des Verkehrsdienstleistungsbereichs ermglicht. Zentrales Anliegen ist es dabei, im Rahmen eines ganzheitlichen Kundenbeziehungsmanagement Up-Selling-Potenziale zur gezielten Ausschpfung aufzuzeigen, welche als Ansatzpunkte fr detaillierte Handlungsempfehlungen der Marktbearbeitung dienen.

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