Customer Relationship Management - Die Bedeutung vom Kundenwert

GRIN Verlag
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Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Fachhochschule des Mittelstands, 36 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Ausgangspunkt für die vorliegende Studienarbeit ist die kontinuierliche Entwicklung und der Charakterwandel des Customer Relationship Managements (CRM) seit den 90er Jahren. Die gegenwärtige Aktualität des Themas in sowohl der Praxis, als auch in der Wissenschaft spricht für die weiterhin zunehmende Bedeutung des CRM, dessen Umsetzung auf lange Sicht unverzichtbar für ein erfolgreiches Unternehmen sein wird. Dem Kondratieff-Zyklus-Theorem zufolge, fand um die Jahrtausendwende herum ein Übergang von der Industrie- zur Informationsgesellschaft statt. Die Anzahl von Verkäufermärkten, in denen die Nachfrage deutlich höher als das Produktangebot war, nahm ab und Unternehmen sahen immer mehr Potentiale in der Verwirklichung einer Kunden- statt Produktorientierung. Vor allem der Wandel der Märkte spielt für dieses Umdenken eine große Rolle. Er äußert sich nach PORTER zum einen darin, dass die Märkte zunehmend durch die steigende Kundenmacht gesteuert werden, sich andererseits aber auch geografisch öffnen und so den Wettbewerb verschärfen. Der Trend, dass Kunden immer schneller den Anbieter wechseln und das für sich günstigste Angebot mit Hilfe der vor allem durch das Internet verursachten Markttransparenz suchen, kann nur entgegen gewirkt werden, wenn dem Kunden mehr Service geboten werden kann, als von den Konkurrenten. Differenzierung erfolgt zunehmend nicht mehr vorrangig über den Preis und die Qualität eines Produktes, sondern über eine persönliche Kundenansprache. Die Renaissance des „Tante-Emma-Prinzips“ stellt die persönliche Ansprache und Betreuung der Kunden wieder in den Mittelpunkt.
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GRIN Verlag
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Mar 22, 2006
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Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
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Andreas Janson
Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Universität Kassel (IBWL), Veranstaltung: Market Communication, Sprache: Deutsch, Abstract: The purchase decision process has been a topic of market research for many years. Until recently, this research has focused on the effect advertising has on customers as they choose a suitable product after consideration and comparison of various alternatives. This one-dimensional approach is, however, outdated. Consumers share their experiences of selecting and using products with others, thus influencing other consumers’ purchases. Examples of this sort of communication are comments posted on social media platforms such as, or product reviews on How can these new points of contact with brands and the new role of the consumer be integrated into the purchase decision process to develop new marketing options? One approach is the current understanding of the purchase process known as the Customer Journey. The objective of this article is to present the concept of the Customer Journey and to identify new approaches and applications for advertising and market communication. To achieve this objective, the second chapter will present the conceptual basis of the Customer Journey. In the first section, the classic funnel-oriented purchase model will be introduced as the foundation for understanding the Customer Journey (Chapter 2.1), which is then described in detail in Chapter 2.2. The third chapter forms the main body of the article that first considers specific segments of advertising and marketing communication (Chapter 3.1), and then sets a theoretical framework for the role of the Customer Journey in the marketing process. Chapter 3.2 illustrates the individual steps of the Customer Journey to determine which leverage points are of special relevance. In Chapter 3.3, the results of this analysis are presented in a systematic summery, and guidelines for implementation are presented in Chapter 3.4. The fourth chapter discusses the possibilities and limitations of the Customer Journey, and the article concludes with a mention of the implications for research and practical application (Chapter 5).
Victoria Tschirch
Essay from the year 2008 in the subject Communications - Journalism, Journalism Professions, grade: A+, University of Auckland, 48 entries in the bibliography, language: English, abstract: This research paper presents a mosaic of powerful quotes and reflections in relation with investigative journalism. The ultimate aim is to explain the importance of investigative journalism – a phrase that is used interchangeably with rigour reporting and agenda-setting journalism further on, despite differing nuances in academics. Also, some of the presented reports and stories are not necessarily perceived as purely investigative pieces of writing, they do however exhibit characteristics of investigative journalism to some extent. It is not compulsory to be intensely involved and informed about journalism as a style of writing or as some say religion (Njawe, 2006), since the maxima of journalism do not only apply to the reportage but to every aspect of a strong journalist’s life, in order to pursue the argumentation of this paper. Further, the quantity of references serve partly as proof of the presented argumentation while on the other hand invites for further reading. Classical synopses of muckraking stories and investigative journalistic achievements are rather kept short and serve as a basis for further examinations on rigour reporting. Moreover, the focus is on the effects of investigative journalism, consequences in state of its absence and eventually its importance. The soul of investigative journalism has been described in a myriad of ways. An adequate introduction into the topic, without consulting the “big three investigation units” – the Watergate Affair, the Pentagon Papers and Ida Tarbell’s merits – is a comment by Gene Roberts, an American journalist who was executive editor of The Philadelphia Inquirer and managing editor of The New York Times.
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