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Direktmarketing-Fallstudien
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Direktmarketing hat in den vergangenen Jahren eine rasante Entwicklung mit starken Zuwachsraten erlebt. Worauf kommt es bei dieser direkten Kundenansprache an, was kennzeichnet den erfolgreichen Einsatz? Das Buch zeigt erstmals anhand von vier prmierten Fallstudien mit welchen Mitteln Direktmarketing-Aktionen in verschiedenen Branchen und Unternehmen erfolgreich umgesetzt wurden: Neukundengewinnung und Kundenbindung fr ein Energieversorgungsunternehmen Customer Relationship Management fr Neukunden Dialogmarketing-Kampagne zur Absatzsteigerung im Finanzsektor Marketingkonzept im Konsumgterbereich Von der Situationsanalyse ber die Zielgruppenanalyse und zur Erfolgskontrolle werden alle Schritte systematisch und leicht nachvollziehbar beschrieben.
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