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Kundenwertbasierte Effizienzmessung

Kundenwertbasierte Effizienzmessung

Nadine Schneider

96,73 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2007
Materia
Ventas y marketing
ISBN:
9783835007048
96,73 €
IVA incluido
Disponible

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Sobre IBD

Nadine C. Schneider entwickelt ein Modell zur Messung der Gesamtmarketingeffizienz. Sie zieht den Kundenwert als Marketingoutput heran und überwindet so die Defizite traditioneller Performancemaße, die entweder keinen Bezug zum Shareholder Value aufweisen oder die Messung einzelner Marketingmaßnahmen nicht zulassen. Ihr ganzheitliches Kundenwertmodell wendet die Autorin im Rahmen einer Längsschnittstudie empirisch zur Effizienzmessung an.

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