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Neukundengewinnung durch Dialogkommunikation
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Fr den Erhalt und den Ausbau von Marktanteilen knnen Unternehmen im Premiumsegment der Automobilwirtschaft auf verschiedene Kommunikationsinstrumente zurckgreifen, um mit potenziellen Neukunden in Kontakt zu treten und diese fr die Marke und Produkte des Unternehmens zu gewinnen. Anna Liersch analysiert das Informations- und Entscheidungsverhalten von potenziellen Neukunden im Premiumsegment der Automobilwirtschaft unter dem Blickwinkel des Markenwechselverhaltens. Aufbauend auf ihren theoretischen und empirischen Erkenntnissen entwirft sie einen Dialogkommunikationsansatz zur Neukundengewinnung fr die Premiumautomobilwirtschaft.
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