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Customer Relationship Management (CRM)

Customer Relationship Management (CRM)

          
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About the Book

Inhaltsangabe: Einleitung: Customer Relationship Management (CRM) ist derzeit eines der wohl bekanntesten Schlagworte für moderne Unternehmen. Nachdem in den USA bereits viele Unternehmen CRM-Systemlösungen eingeführt haben bzw. mitten in einer Einführung stecken, schwappt die CRM-Welle nun auch nach Europa über.1 Die Neuausrichtung der Unternehmen hinsichtlich Customer Relationship Management bedeutet für diese nicht selten einen massiven Wandel. Daher stellt sich gleich zu Beginn der Arbeit die Frage, was die Unternehmen eigentlich zu dieser Neuorientierung veranlasst hat und welche Folgen sich daraus ergeben. Gang der Untersuchung: Im zweiten Teil dieser Arbeit wird anhand von Definitionsansätzen dargestellt, was sich genau hinter dem Begriff „Customer Relationship Management" verbirgt, welche Ziele damit verfolgt werden und wie diese eingeteilt werden können. Ferner werden die Vorteile, die das Customer Relationship Management für ein Unternehmen bringt, aufgezeigt. Im Anschluss an diese theoretischen Grundlagen von CRM werden in Kapitel III die verschiedenen Komponenten, die möglichen Einsatzbereiche und die derzeit führenden Softwareanbieter von CRM-Systemlösungen vorgestellt. Ferner wird der CRM-Markt betrachtet. Dabei wird auch auf aktuelle Prognosen für die Entwicklung des CRM-Marktes eingegangen. Kapitel IV setzt sich mit der Erarbeitung einer CRM-Strategie auseinander. Insbesondere soll dargestellt werden, wie wichtig für ein Unternehmen eine klare Zielfestlegung sowie die Analyse der Umwelt und der Unternehmung selbst ist. Anschließend wird in Kapitel V anhand eines 4-Phasen-Modells erläutert, was ein Unternehmen bei der Umsetzung einer CRM-Strategie beachten sollte. Anhand von praktischen Beispielen wird in Kapitel VI die Implementierung einer CRM-Software inkl. der notwendigen Rahmenbedingungen sowie die Verfolgung der Kundenorientierung dargestellt. Die Schlussfolgerung und eine kritische letzten Kapitel. Inhaltsverzeichnis: Inhaltsverzeichnis


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Product Details
  • ISBN-13: 9783838650609
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 181 gr
  • ISBN-10: 3838650603
  • Publisher Date: 27 Feb 2002
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Erarbeitung und Umsetzung einer Strategie
  • Width: 148 mm


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