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Kundenwert im wertorientierten Management

Kundenwert im wertorientierten Management

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658166434
Condition
New
Product Description

Wolfgang Lennartz diskutiert Leistungen, Anwendungsmglichkeiten und Grenzen der wichtigsten Kundenbewertungsverfahren systematisch nach einem Kriterienkatalog, dessen besonderes Augenmerk auf den Praxisanforderungen liegt. Diese gewinnt der Autor aus der vergleichenden Analyse empirischer Studien zur Kundenbewertung, um Kundenbewertern die Auswahl eines geeigneten Verfahrens zu erleichtern. Es zeigt sich, dass die bei Unternehmen besonders beliebten Methoden zwar relativ einfach umzusetzen sind, aber keinen zukunftsorientierten monetren Kundenwert ausweisen. Dies ist bisher nur mit schwer implementierbaren Anstzen mglich. Daher entwickelt der Autor ein pragmatisches Modell zur Schtzung eines prospektiven monetren Kundenwerts aus praxisblichen retrospektiven Daten.

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