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Kunden-Controlling

Kunden-Controlling

          
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About the Book

Der Einlluß von KundenheZiehungen auf den Unternehmerischen Erfolg wird seit einiger Zeit Lunehmcnd mtensiver diskutiert. Als Gründe hierfür lassen sich die zunehmende Bedeutung von Dienstleistungen. der wirtschaftliche Strukturwandel in vielen Branchen, ausgelöst mshe- sondere durch das Electronic-Business. und schließlich auch die demographische Entwick- lung in den westlichen Industrieländern anführen. Die daraus resultierende Fokussierung auf Geschäftsheziehungen anstelle einzelner Transaktionen zwischen Anhictern und Nachfragern stellt an viele hetriehswirtschafthche Disziplinen neue Herausforderungen. Die vorliegende Dissertation von Petra Schmöller fokussiert sich an der Schnittstelle "Unternehmen - Kunde" mshesondcre auf die lmplikationen für das hetriehliche Controlling. Wie anschaulich gezeigt w1rd. hesteht hier erhehlicher Anpassungs- und Ergänzungshedarf. Das Kunden-Controlling stellt die komdimerende Informationsversorgung zur Unterstützung des Kundenmanagements von Unternehmen dar, das zur Planung, Steuerung und Kontrolle kundenhezogener Aktivitäten im Wertschöpfungssystem dient. Dem strategischen Kunden- Controlling kommt d1e Aufgahe zu, längerfristig onentlcrte Informationen für die Auswahl von Kunden sowie für d1e Planung der jeweils zugehörigen kundenhezogcnen Strategien zu liefern. Die h1erdurch geleistete Integration von Informationen sowohl der Anhieter- als auch der Nachfragerperspektive ist insofern hedeutsam, als für den Anhieter die Erzielung nach- haltiger Gewinne zumindest in erwerhswirtschaftlich orientierten Systemen hohe Priorität hesitzt. was jedoch nur realisierhar ist, wenn das Unternehmen üher eine gute Wetthewerhs- posJtJon hei dem jeweiligen Kunden verfügt und dieser seihst eine positive Gesehäftsent- Wicklung aufweist. Im Rahmen des operativen Kunden-Controlling geht es grundlegend um d1e effiZiente Realisierung der aus den strategischen Zielen ahgeleiteten, kundenhezogenen Aktivitäten sowie um die Implementierung geeigneter Kontrollmechanismen.


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Product Details
  • ISBN-13: 9783824475391
  • Publisher: Deutscher Universitatsverlag
  • Binding: Paperback
  • Height: 198 mm
  • No of Pages: 354
  • Series Title: Schriftenreihe Der Hhl Leipzig Graduate School of Management
  • Sub Title: Theoretische Fundierung Und Empirische Erkenntnisse
  • Width: 129 mm
  • ISBN-10: 3824475391
  • Publisher Date: 11 Dec 2001
  • Edition: 2001 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 20 mm
  • Weight: 368 gr


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