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Customer Equity Management bei kontinuierlichen Dienstleistungen

Customer Equity Management bei kontinuierlichen Dienstleistungen

Stefan Hundacker

84,39 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2005
Materia
Ventas y marketing
ISBN:
9783824483259
84,39 €
IVA incluido
Disponible

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Sobre IBD

Stefan Hundacker präsentiert ein Customer-Equity-Modell, in dem Marketinginstrumente, ihre Nutzenwahrnehmung durch die Kunden und ihre finanzielle Wirkung auf den Unternehmenswert miteinander verknüpft werden. Am Beispiel des deutschen Mobilfunkmarkts entwickelt er zwei Marktbearbeitungskonzepte für kontinuierliche Dienstleistungen, die die Umsetzung seines Modells veranschaulichen.

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