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Kundenorientierte Unternehmensfhrung
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In der Kundenorientierung von Unternehmen bestehen erhebliche Defizite. Viele Firmen handeln ohne bewuten Bezug zu den Nachfragewnschen des Kunden. Klaus Erlbeck zeigt, da sich Kundenorientierung nur durch eine ganzheitliche Ausrichtung des Unternehmens auf den Kunden erzielen lt. Der Autor diskutiert, wie die Bereiche Strategie und Organisationsstruktur, Analyse- und Aktionsinstrumente sowie Manahmenevaluierung konsequent kundenbezogen ausgestaltet werden knnen. Schwerpunkte bilden hierbei die Analyse von Kundenwerten und -erwartungen, die Gestaltung von Kundenbeziehungen sowie eine mglichst vom Produkt losgelste Herangehensweise.
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