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Strategische Positionierung Und Kundenzufriedenheit: Anforderungen - Umsetzung - Praxisbeispiele by Armin Töpfer

Strategische Positionierung Und Kundenzufriedenheit: Anforderungen - Umsetzung - Praxisbeispiele

by Armin Töpfer
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Book cover type: Paperback
  • ISBN13: 9783658320188
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 336
  • Original Price: EUR 65.41
  • Language: German
  • Edition: 1. Aufl. 2020
  • Item Weight: 567 grams
  • BISAC Subject(s): Customer Relations

Aufgrund der aktuellen Entwicklung der Märkte wird Kundenorientierung zu einem immer wichtigeren Thema für Unternehmen. Kundenzufriedenheit kann dabei nur erreicht werden, wenn die strategische Positionierung des Unternehmens die Erwartungen und Anforderungen der Abnehmer in vollem Ma e trifft. Vor diesem Hintergrund behandelt das Buch die Grundlagen der Entstehung sowie Messung und Bewertung von Kundenzufriedenheit. Ursachen-Wirkungs-Beziehungen werden herausgearbeitet und wesentliche Kernpunkte für eine erfolgreiche kundenorientierte Unternehmensstrategie definiert. Neue Verfahren zur Echtzeitmessung ermöglichen dabei eine rasche und gezielte Detailsteuerung. Für die Praxis besonders wertvoll sind die vorgestellten Lösungsansätze für häufige Umsetzungsprobleme sowie ausführliche Erläuterungen zu den Instrumenten der Kundenbindung in den verschiedenen Phasen einer Kundenbeziehung.

Univ.-Prof. Dr. Armin Töpfer ist Chairman der Forschungsgruppe Marktorientierte Unternehmensführung (FGMU) der Technischen Universität Dresden und Alleingesellschafter der Management + Marketing Consulting GmbH (M+M) in Kassel.

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