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Kundenbindungsmanagement in verschiedenen Marktphasen

Kundenbindungsmanagement in verschiedenen Marktphasen

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824472161
Condition
New
Product Description

Sowohl in der Unternehmenspraxis als auch in der betriebswirtschaftlichen Theorie findet die Wechselbeziehung von Kundenbindung und Marktwachstum starke Beachtung. Diese Diskussion hat sich bisher allerdings auf die Analyse des Kundenbindungsmanagements in gesttigten Mrkten beschrnkt. Unter Einbeziehung des Aspekts des Marktwachstums analysiert Kai Kunze die Wirkungszusammenhnge von Kundenbindung, Kundenzufriedenheit und Unternehmenserfolg. Im Mittelpunkt der Betrachtung steht die Frage nach der Erfolgswirksamkeit verschiedener Kundenbindungsinstrumente in wachsenden und stagnierenden Mrkten.

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