Beschwerdemanagement in der Pharmabranche: Dargestellt am Beispiel des Service Centers der Firma Grünental
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Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: Abbildungsverzeichnis Abkürzungsverzeichnis 1.Einleitung 1.1Gegenstand und Zielsetzung der Arbeit 1.2Methodisches Vorgehen 2.Kundenorientierung im Marketing 2.1Definitionen und Zusammenhänge 2.1.1Kundenorientierung 2.1.2Kundenzufriedenheit und Kundenunzufriedenheit 2.1.3Beschwerde 2.1.4Beschwerdemanagement 2.2Kundenunzufriedenheit und die Folgen für Unternehmen 2.2.1Kundenunzufriedenheit und Kundenreaktionen 2.2.2Die Bedeutung des Beschwerdemanagements für Unternehmen 3.Das Beschwerdemanagement in der Pharmabranche 3.1Der Pharmamarkt 3.1.1Die unterschiedlichen Teilmärkte 3.1.2Aktuelle Situation und tendenzielle Entwicklung 3.2Besonderheiten des Pharmamarketings 3.3Ausprägungen des Beschwerdemanagements 3.3.1Arten von Beschwerden im Pharmamarketing 3.3.2Mögliche Reaktionen auf Beschwerden 3.3.3Der Beschwerdemanagementproze 4.Die Grünenthal GmbH und ihr Service Center 4.1Die Grünenthal GmbH 4.2Unternehmensphilosophie und Unternehmensziele 4.3Der Strategie-Chip 4.4Umsatzentwicklung und Marktstellung 4.5Das Service Center 4.5.1Hierarchische Einordnung in die Unternehmensorganisation 4.5.2Aufgaben des Service Centers 4.5.3Ist-Darstellung des realisierten Beschwerdemanagements 4.5.4Perspektiven 5.Analyse des Beschwerdemanagements der Grünenthal GmbH 5.1Interne Dimensionen des Beschwerdemanagements 5.1.1Untersuchungsdesign 5.1.2Auswertung der Ergebnisse 5.1.3Ableitung von möglichen Ma nahmen 5.2Externe Dimensionen des Beschwerdemanagements 5.2.1Untersuchungsdesign 5.2.2Auswertung der Ergebnisse 6.Entwicklung eines idealen Beschwerdemanagements der Grünenthal GmbH 6.1Verbesserung der Beschwerdestimulierung 6.2Verbesserung der Beschwerdeannahme 6.3Verbesserung der Beschwerdebearbeitung und Beschwerdereaktion 6.4Verbesserung der Beschwerdeauswertung 6.5Aspekte des Beschwerdemanagement-Controllings 7.Fazit 7.1Zusammenfassung der Probleme des Beschwerdemanagements der Grünent
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