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Kundenkontakte und Kundenkontaktsequenzen im Multi Channel Marketing
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Buy Kundenkontakte und Kundenkontaktsequenzen im Multi Channel Marketing for $69.99 at @ Link.springer.com
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Product Details
Fr die effektive Konfiguration und Koordination des Multi Channel Marketing sind genaue Kenntnisse des Kuferverhaltens in Mehrkanalsystemen wichtig. Dazu zhlen die Kundenkontakte entlang aller Kaufprozessphasen. Sascha Steinmann zeigt auf, wie die Kundenkontakte und Kontaktsequenzen multidimensional zu erfassen und mit Methoden der Sequenzanalyse auszuwerten sind. Durch die Bercksichtigung der Kundenanforderungen liefern seine Befunde wichtige Erkenntnisse fr die optimale Gestaltung einzelner Kanle, des gesamten Multi Channel Marketing und auch fr ein erfolgreiches CRM.
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