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Kundenrückgewinnung. Strategien, Chancen und Risiken by Henkel, Felix

Kundenrückgewinnung. Strategien, Chancen und Risiken

by Felix Henkel
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Book cover type: Paperback
  • ISBN13: 9783346517777
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 22
  • Original Price: USD 22.5
  • Language: German
  • Edition: N/A
  • Item Weight: 41 grams
  • BISAC Subject(s): General

Projektarbeit aus dem Jahr 2021 im Fachbereich BWL - Handel und Distribution, Note: 1,0, Hochschule Niederrhein in Mönchengladbach, Veranstaltung: Sales Management, Sprache: Deutsch, Abstract: Diese Arbeit mit dem Thema der "Kundenrückgewinnung" beleuchtet die Potenziale verlorener Kunden und zeigt, welche Ma nahmen zur Kunden-Revitalisierung angewandt werden können. Überdies werden die Chancen sowie Risiken der Kundenrückgewinnung vorgestellt. In den letzten zwei Jahrzehnten wuchs die Notwendigkeit zur Steigung der Kundenorientierung, woraus sich heutzutage das sogenannte Customer-Relationship-Management beziehungsweise Relationship-Marketing entwickelt hat. Gesättigte sowie wettbewerbsintensive Märkte mit erhöhten Kundenwünschen und -bedürfnissen führen zu verstärkten Kosten für die Neukundengewinnung. Darüber hinaus entwickelte sich das Marketing der Unternehmen von transaktions- zu einer beziehungsorientierten Ausrichtung. Der Wechsel dieser Sichtweisen führt dazu, dass sich der Focus nicht mehr auf die einzelnen Verkaufsabschlüsse, sondern vielmehr auf die Geschäftsbeziehung zwischen dem Unternehmen und Kunden richtet. Eine aufgebaute Geschäftsbeziehung kann jedoch im Lauf der Zeit aus verschiedenen Gründen aufgelöst werden.

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