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Kundenwert-Controlling

Kundenwert-Controlling


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About the Book

Obwohl in der wissenschaftlichen Literatur zahlreiche Veröffentlichungen zum Thema des Kundenwertes existieren, ist festzustellen, dass vor allem im Bereich der Operationalisierung der Kundenwert-Determinanten erheblicher Nachholbedarf besteht. Vor diesem Hintergrund war es das vorrangige Ziel dieser Studie, eine umfassende formalanalytische Operationalisierung eines investitionstheoretischen Kundenwertes unter Einbezug aller relevanten Werttreiber zu erarbeiten. Ausgangspunkt dieses Unterfangens war zunächst eine Klärung der Notwendigkeit eines Kundenwert-Controllings aufgrund sich ändernder Rahmenbedingungen sowie die Definition zentraler Begrifflichkeiten, die im Zusammenhang mit einer wertorientierten Steuerung von Kundenbeziehungen stehen. Aus der Kritik traditioneller Kundenbewertungsverfahren heraus, erarbeitet der Autor einen umfassenden investitionstheoretisch-fundierten Ansatz zur Kundenbewertung.
About the Author: Dennis Göbel wurde 1985 in Bad Dürkheim geboren. Im Anschluss an seine allgemeine Hochschulreife absolvierte der Autor das Studium der Betriebswirtschaftslehre an der Johannes Gutenberg-Universität Mainz. Hier spezialisierte er sich im Rahmen seines Hauptstudiums in den Bereichen Controlling, Marketing sowie Medienmanagement. Bereits während seines Studiums sammelte der Autor durch Praktika sowie zahlreiche Weiterbildungsveranstaltungen umfassende praktische Erfahrungen. Die wertorientierte Steuerung eines Unternehmens konnte hierbei bereits früh sein Interesse gewinnen und so setzte er sich im Rahmen des vorliegenden Werkes mit einer ganz speziellen Facette des sog. Value Based Managements auseinander.


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Product Details
  • ISBN-13: 9783842855229
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 281 gr
  • ISBN-10: 3842855222
  • Publisher Date: 03 Jan 2011
  • Height: 254 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Werttreiberbasierte Operationalisierung eines investitionstheoretischen Kundenwertes
  • Width: 178 mm


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