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Brennpunkt Kundenwert
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Wissen Sie, wie viel Sie an Ihren Kunden verdienen? Kennen Sie das Umsatz- und Ergbnispotenzial Ihrer Geschftsbeziehungen? Steuern Sie Ihre Vertriebsressourcen nach der Profitabilitt der Abnehmer? Ermitteln Sie, welchen Nutzen Sie Ihren Kunden stiften? Bei solchen Fragen zucken die meisten Geschftsfhrer und Vertriebsleiter mit den Schultern. Ihr Bild vom Kunden ist hufig ebenso verschwommen wie irrational. Rhetorische Knieflle ("Customer first!") ersetzen fundiertes Wissen und nchterne Analysen. Sieghard H. Marzian und Wolfhart Smidt weisen in ihrem neuen Buch den Weg vom Kundenmythos zum Kundenwert. Mit Hilfe des Customer Equity-Modells, das die beiden Unternehmer hier erstmals erlutern, werden Investitionen in Kunden und Mrkte abgesichert und ausgeschpft.
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