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Kundenpriorisierung im Business-to-Business Marketing

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Springer Nature
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N/A
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GTIN
9783834940285
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New
Product Description

Im Business-to-Business Marketing wird in Wissenschaft und Praxis einstimmig eine Priorisierung wertvoller Kunden als sinnvoll erachtet. Dennoch ist bislang unklar, wie die Kundenpriorisierung ausgestaltet werden sollte und welche Erfolgsauswirkungen sich daraus ergeben. Anhand von vier empirischen Studien zeigt Hauke Wetzel, wie verschiedene Instrumente und Selektionskriterien erfolgreich kombiniert werden knnen und wie die Profitabilitt von Kundenpriorisierungsmanahmen erhht werden kann.

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