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Möglichkeiten und Grenzen der individuellen Kundenansprache by Sass, Martin

Möglichkeiten und Grenzen der individuellen Kundenansprache

by Martin Sass
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Book cover type: Paperback
  • ISBN13: 9783668153530
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 80
  • Original Price: USD 60.9
  • Language: German
  • Edition: N/A
  • Item Weight: 114 grams
  • BISAC Subject(s): Marketing / General

Diplomarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,30, Universität Kassel, Sprache: Deutsch, Abstract: Die Zielsetzung dieser Arbeit ist es, die grundlegenden Aspekte des Einsatzes von kundenindividueller Kommunikation in Unternehmen zu untersuchen. Da die individuelle Ansprache und Kommunikation im Business-to-Business Bereich bereits schon vorherrscht und mitunter zwingend notwendig ist, soll diese Arbeit auf die vom Anbieter initiierte individuelle Ansprache von Kunden, also auf den Business-to-Consumer Bereich, beschränkt werden. Dabei sind folgende Fragen untersuchungsleitend: Welche grundsätzlichen Individualisierungsoptionen lassen sich für die Kommunikation mit Kunden unterscheiden? Wie lassen sich die Wirkungen der Individualisierungsoptionen begründen? Welche Zielsetzungen können grundsätzlich mit der Individualisierung der Kundenkommunikation verfolgt werden? Nach welchen Kriterien/Verfahren können Kunden für eine individuelle Ansprache ausgewählt werden? Welche Individualisierungsgrade sind für welche Kunden sinnvoll? Welche Anforderungen stellt die individuelle Kommunikation an das Datenmanagement? Welche Anforderungen stellt die individuelle Kommunikation an die Organisation eines Unternehmens? Welche Mitarbeiterkompetenzen brauchen Unternehmen zur Umsetzung individueller Kommunikation mit ihren Kunden? Was determiniert die Grenzen der Individualisierung?

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