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Kundenbindung bei vernderten Wettbewerbsbedingungen
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In einer Gesellschaft, in der sich - nicht zuletzt hervorgerufen durch die Globalisierung - der Wettbewerb zunehmend verschrft und gleichzeitig die meisten Mrkte gesttigt sind, kommt der Kundenbindung eine immer bedeutendere Rolle zu. Im vorliegenden Band wird dieses Thema von fhrenden Persnlichkeiten aus der Sicht der Werbewirtschaft, des europischen und nordamerikanischen Handels, der Mittelstandes und des Marketing beleuchtet. Anschlieend werden die wissenschaftlichen Arbeiten der diesjhrigen Preistrger des Otto-Beisheim-Frderpreises in Form von Kurzdarstellungen vorgestellt.
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