Kundenbindung durch Bonusprogramme
Language: German
Published by Springer, 2009
- Hardcover
- New

Seller: Majestic Books, Hounslow, United KingdomMajestic Books
AbeBooks seller since January 19, 2007
Condition: New
£ 72.49
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Add to basketItem description from seller
Print on Demand pp. xii + 140.
Seller Inventory # 5836304
- Title
- Kundenbindung durch Bonusprogramme
- Author
- K?hling Christiane Musiol Gerald
- Publisher
- Springer
- Publication year
- 2009
- Condition
- New
- Binding
- Hardcover
- Language
- German
- ISBN 10
- 3540875700
- ISBN 13
- 9783540875703
Die starke Verbreitung von Bonusprogrammen hat zu einer nahezu inflationären Verwendung solcher Maßnahmen der Kundenbindung geführt. Ein bloßes Rabattheft reicht zur erfolgreichen Kundenbindung längst nicht mehr aus. Effektive Bonusprogramme sollten daher an den Erkenntnissen der wissenschaftlichen Konsumentenforschung ansetzen. Die Autoren dieses Buchs zeigen die Erfolgskonzeption und -umsetzung von Bonusprogrammen, wirtschaftspsychologisch fundiert und mit zahlreichen Praxisbeispielen untermauert, auf. Über eine kurze Einführung in die Grundlagen der Wirtschaftspsychologie und aktuellen Konsumentenverhaltensforschung geben sie dem Leser vielfache Beispiele und konkrete Anwendungen an die Hand, wie Einstellungen und Verhaltensweisen von Kunden mittels eines Bonusprogramms beeinflusst werden können. Eine Checkliste fasst die Erfolgskriterien für die Konzeption und Umsetzung kundengerechter Bonusprogramme zusammen. Die Autoren eröffnen neue Wege für ein professionell gestaltetes Bonusprogramm, das sich von der Konkurrenz abhebt und branchenübergreifend geeignet ist, bestehende Kunden zu binden und Neukunden zu akquirieren.
"Synopsis" may belong to another edition of this title.
About the Author
Dr. Gerald Musiol, Diplom-Statistiker, studierte Statistik an der Universität Dortmund und promovierte anschließend am Fachbereich Wirtschaftswissenschaften der Universität Osnabrück zum Thema Database Marketing. Seit über 10 Jahren beschäftigt er sich mit den Themen Customer Relationship Management, Data Mining und Database Marketing. Er ist Autor zahlreicher Fachbeiträge. Seit 2006 ist er als selbständiger Unternehmensberater tätig.
Christiane Kühling M.A. studierte Ethnologie, Wirtschaftspsychologie und Tourismus an der Ludwig-Maximilians-Universität in München und an der Universität René Descartes in Paris. Bereits während ihres Studiums sammelte Frau Kühling Erfahrung in der Tourismus- und Beratungsbranche unter anderem in Malta. Heute ist sie als Junior Consultant in München tätig. Ihre Interessen liegen im kundenorientierten Kundenbindungsmanagement und internationalen Marketing.
"About the title" may belong to another edition of this title.
Majestic Books
Hounslow, United Kingdom
AbeBooks seller since January 19, 2007
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