Customer Contact Management : : Erzielung von Kundenwerten in einer Postwachstumsgesellschaft / / Raimund Lenz.
Customer contact management (CCM) is an evolutionary outgrowth of classical customer relationship management that is focused on B2C in the commercial and service sectors. The textbook presents the basic principles of CCM, its concept of the customer life cycle, and emphasizes lead generation and cus...
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| Superior document: | Title is part of eBook package: De Gruyter DG OWV ebook Paket Lehrbücher Wirtschaftswiss. 2019 |
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| VerfasserIn: | |
| Place / Publishing House: | München ;, Wien : : De Gruyter Oldenbourg, , [2019] ©2019 |
| Year of Publication: | 2019 |
| Language: | German |
| Series: | De Gruyter Studium
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| Online Access: | |
| Physical Description: | 1 online resource (X, 337 p.) |
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Table of Contents:
- Frontmatter
- Vorwort
- Inhalt
- 1. Einleitung
- 2. Grundlagen des Kundenbeziehungsmanagements
- 3. Vom klassischen Transaktionsmarketing zum Kundenbeziehungsmanagement
- 4. Erfolgswirkungvon Kundenbeziehungsmanagement
- 5. Instrumentalmix im CCM
- 6. Instrumentarien im Customer Contact Management
- 7. Interaktive Wertschöpfung – Mass Customization
- 8. Social Media
- 9. Social-Media-Netzwerke
- 10. Social Commerce
- 11. Smart Voices
- 12. Kartensysteme und Clubsysteme
- 13. Schluss
- Literatur
- Stichwortverzeichnis