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Kundenbindung beim Online-Marketing by Horváth, Gellért

Kundenbindung beim Online-Marketing

by Gellért Horváth
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Book cover type: Paperback
  • ISBN13: 9783836690591
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 78
  • Original Price: GBP 29.5
  • Language: German
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Das Internet hat sich in den letzten Jahrzehnten eine Spitzenposition unter den Informations- und Kommunikationsmedium erstritten. Internetpräsenz für ein erfolgreiches Unternehmen, gleich welcher Grö e, ist zu einer absoluten Notwendigkeit geworden. Daneben steigt die Anzahl der Internetnutzer permanent, und die technischen und rechtlichen Entwicklungen ermöglichen ein breites Spektrum wirtschaftlicher Aktivitäten im weltweiten Netz. Neben den klassischen Zielen, wie das Präsentieren von Informationen über Produkte und Dienstleistungen für möglichst viele Interessenten, hat das Internet dazu beigetragen, dass die Markttransparenz erhöht wurde, was zu einer verschärften Wettbewerbssituation in vielen Branchen geführt hat. Die Geschäftsbeziehungen zwischen Kunden und Unternehmen haben sich wegen der verschärften Wettbewerbssituation und des zunehmenden Kostendrucks wesentlich verändert. Die klassische Ansicht, die sogenannte transaktionsorientierte Marktbearbeitung, bei der die Kunden in nicht näher bekannte Segmente eingeteilt und bearbeitet werden, hat immer mehr an Bedeutung verloren. Dabei war die möglichst hohe Anzahl von Kaufabschlüssen mit unbekannten Abnehmern das Hauptziel. Die persönliche Beziehung und der Kontakt zwischen Kunden und Anbieter haben sich als viel erfolgreicher bewiesen. Dieses Buch beschäftigt sich mit den Tendenzen und Möglichkeiten, mit denen Unternehmen dauerhafte Beziehungen zu Ihren Kunden mit Hilfe verschiedener Tools über das Internet sicherstellen können.

Gellért Horváth, Jahrgang 1982. Sein Studium der Betriebswirtschaft fing er an der Fachhochschule Südwestfalen in Meschede an, und bekam in 2009 seinen Abschluss an der Budapester Wirtschaftshochschule als Diplom Betriebswirt für Handel. Bereits während des Studiums sammelte der Autor umfassende praktische Erfahrungen in der Automobilzulieferer-Branche bei einem leichtmetallverarbeitenden Unternehmen. Heute unterstützt er mit seinen Kompetenzen einen Automobilhersteller im Kunden Info Center.

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