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Kundenclubs & More: Innovative Konzepte Zur Kundenbindung by Wolfgang Hartmann, Ralf T. Kreutzer, Holger Kuhfuß

Kundenclubs & More: Innovative Konzepte Zur Kundenbindung

by Wolfgang Hartmann , Ralf T. Kreutzer , Holger Kuhfuß
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Book cover type: Paperback
  • ISBN13: 9783322824790
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 267
  • Original Price: EUR 60.74
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 386 grams
  • BISAC Subject(s): Management

Besser als jedes andere Marketinginstrument bieten Kundenclubs die Möglichkeit, den Kunden emotional anzusprechen und dauerhaft an das Unternehmen zu binden. Und die Mitgliedschaft zahlt sich aus - für beide Seiten!

Die Autoren, renommierte Direktmarketing-Experten, vermitteln das komplette Know-how zum Thema Kundenclubs anschaulich und leicht nachvollziehbar: Zielsetzung, Eintrittsvoraussetzungen, Teilnehmergewinnung, Leistungsangebot, Kundenkommunikation, Händlerintegration, Vernetzung mit dem Gesamtauftritt des Unternehmens, Club-Controlling, Datenmanagement und Logistik. An konkreten Fallbeispielen wie spoints, Swarovski, Payback, Open Business Club, Pampers, VW und Maggi wird deutlich, welche Faktoren erfolgsentscheidend.

Zahlreiche Checklisten runden dieses informative Buch ab und machen es zu einer unverzichtbaren Arbeitsgrundlage.

Wolfgang Hartmann war bis 2004 Vice President Customer Care 02. Davor war er in leitender Position bei AZ Bertelsmann tätig.

Dr. Ralf Kreutzer war in leitenden Positionen bei AZ Bertelsmann, dem Volkswagen Club und der Deutschen Post Direkt tätig.

Holger Kuhfuß ist geschäftsführender Gesellschafter der rbc Consulting AG in München und Wien sowie Dozent an verschiedenen Akademien, u.a. auch an der BAW in München.


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