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Determinanten der integrierten Kundenbindung

Determinanten der integrierten Kundenbindung

Björn Kahler

97,05 €
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Editorial:
Springer Nature B.V.
Año de edición:
2009
Materia
Ventas y marketing
ISBN:
9783834917751
97,05 €
IVA incluido
Disponible

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Sobre IBD

Category Management als kooperatives Vermarktungskonzept zwischen Industrie und Handel ist zweifelsohne ein geeignetes Instrument, gemeinsame Umsatzsteigerungen zu erzielen und nicht wertschöpfende Kosten zu vermeiden. Björn Kahler entwickelt auf Basis ausgewählter theoretischer Konzepte und sekundärstatistischer Befunde ein Erfolgsfaktorenmodell der integrierten Kundenbindung an Markenprodukte und Vertriebsschienen. Er leitet konkrete Handlungsempfehlungen für die Unternehmenspraxis ab und zeigt, wie optimale Marketingmaßnahmen im Zuge von Category Management umzusetzen sind.

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