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Unternehmensinterne Voraussetzungen des Customer Relationship Management

Unternehmensinterne Voraussetzungen des Customer Relationship Management


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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Customer-Relationship-Management, CRM, Note: 1,8, Berufsakademie Sachsen in Breitenbrunn, Veranstaltung: Vertiefung Marketing, Sprache: Deutsch, Abstract: Die immer stärker werdende Konkurrenz und die immer enger besetzten Märkte zwingen auch alteingesessene Unternehmen, neue Wege zu beschreiten und sich neu im Marktz zu positionieren. Weltweite Preisvergleiche innerhalb von Sekunden über das Internet, immer weniger Kundentreue und immer höhere Ansprüche an Produkt-, Dienst- und Serviceleistungen machen es den Unternehmen schwer gewinnbringende Kundenbeziehungen aufzubauen. In diesem Zusammenhang ist innerhalb der letzten Jahre verstärkt der Begriff Customer Relationship Management (CRM) in betriebswirtschaftlichen Fachkreisen aufgekommen. CRM setzt an den Kundenanforderungen eines bestehenden Kundenstammes an. Dies Besonderheit liegt darin, dass alle innerbetrieblichen Abläufe und Organisationsstrukturen an den für das Unternehmen interessanten (gewinnbringenden Kundensegmenten ausgerichtet werden. Dazu benötigt ein Unternehmen die entsprechende Hard- und Software, ein Konzept, welches der gegebenen Situation angepasst ist und die Bereitschaft der Mitarbeiter, Wissen und Informationen so zu organisieren, dass das eingeführte Softwareprogramm wirklich zu einem Mehrwert und nicht zu einem Mehraufwand führt. Ziel dieser Arbeit ist es, einen Überblick über CRM zu geben und dabe die Bedeutung der oftmals über Erfolg bzw. Misserfolg eines CRM-Systems entscheidenden betriebsinternen Voraussetzungen aufzuzeigen.


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Product Details
  • ISBN-13: 9783638735704
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3638735702
  • Publisher Date: 18 Aug 2007
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 104 gr


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Unternehmensinterne Voraussetzungen des Customer Relationship Management
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