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Deutscher Universitätsverlag Einsatz von Customer Relationship Management-Systemen: Bestimmungsgrößen, Ausprägungen und Erfolgsfaktoren (Kundenmanagement & Electronic Commerce)

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Description

Heiko D. Müller untersucht folgende Themen: in der Praxis vorherrschende Gestaltungsformen von CRM-Aktivitäten; Auswirkungen von Umweltvariablen, Unternehmensressourcen und Kundenstrukturen auf die Gestaltung von CRM-Prozessen; Einfluss des Ausmaßes dieser CRM-Aktivitäten auf den Markt- und Unternehmenserfolg. From the Back Cover Unternehmen können sich schwer imitierbare Wettbewerbsvorteile kaum noch mit Hilfe klassischer Instrumente und Strategien auf Dauer sichern. Daher ist in zahlreichen Branchen ein systematisches, ökonomisch orientiertes Kundenmanagement als Mittel zur Differenzierung in den Vordergrund gerückt. Unter dem Schlagwort Customer Relationship Management (CRM) wurden in zahlreichen Unternehmen Softwaresysteme installiert, Reorganisationen durchgeführt und kundenzentrierte Umgestaltungen vorgenommen. Heiko D. Müller untersucht, ob die Intensität von CRM als wichtige Erfolgsgröße im Unternehmen anzusehen ist, und setzt sich mit folgenden zentralen Themen auseinander: " in der Praxis vorherrschende Gestaltungsformen von CRM-Aktivitäten, " Auswirkungen von Umweltvariablen, Unternehmensressourcen und Kundenstrukturen auf die Gestaltung von CRM-Prozessen, " Einfluss des Ausmaßes dieser CRM-Aktivitäten auf den Markt- und Unternehmenserfolg. About the Author Dr. Heiko D. Müller promovierte bei Prof. Dr. Manfred Krafft am Lehrstuhl für Marketing der Wissenschaftlichen Hochschule für Unternehmensführung (WHU) in Vallendar. Er ist Assistent des Vorstands bei der Allianz in München.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
29 September 2004
Listed Since
09 February 2007

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