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CRM im Direktmarketing
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Das Buch zeigt die Grundidee des Customer-Relationship-Managements als einen strategischen Ansatz zur Planung, Steuerung und Durchfhrung von interaktiven Prozessen mit den Kunden. Dieser praxisorientierte Ratgeber behandelt das Konzept von CRM aus Marketingsicht und zeigt die Umsetzung im Direktmarketing anhand zahlreicher Fallbeispiele.
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