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Individualisierung als strategische Option der Marktbearbeitung
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Der Erfolg einer undifferenzierten Marktbearbeitung wird in Wissenschaft und Praxis zunehmend in Frage gestellt; statt dessen wird eine strkere "Einzelkundenorientierung" gefordert. Dieser Trend zur Individualisierung konkretisiert sich in Konzepten, die den einzelnen Kunden mit seinen individuellen Bedrfnissen und Wnschen in den Mittelpunkt rcken. Volker G. Hildebrand untersucht das Phnomen der Individualisierung und identifiziert das Relationship Marketing und das Customized Marketing als relevante Teilkonzepte der kundenindividuellen Marktbearbeitung. Seine empirische Analyse gibt Aufschlu ber Erfolgsbedingungen und -wirkungen der beiden strategischen Marketingkonzepte, wobei auch die Rolle der Informationstechnologie nher betrachtet wird.
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