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Möglichkeiten und Probleme von Kunden-werben-Kunden-Kampagnen

Möglichkeiten und Probleme von Kunden-werben-Kunden-Kampagnen

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Universität Kassel, Veranstaltung: Vertriebs- und Verkaufsmanagement, Sprache: Deutsch, Abstract: Einleitung In den vergangenen Jahren hat sich das Feld der Kundenbindung zu einem wichtigen Thema entwickelt. Unternehmen verwendeten immer mehr Ressourcen darauf und vernachlässigten dabei die Neukundenakquise. Durch Variety Seeking besteht allerdings ein natürlicher Kundenschwund. Will ein Unternehmen nun seinen Kundenstamm nicht nur konstant halten, sondern auch steigern, muss es sich an dieser Stelle neue Maßnahmen überlegen. (vgl. Fink 2003, 13) Denn durch die steigende Informations- und Werbeflut sind die Konsumenten nicht mehr in der Lage alle Informationen aufzunehmen. Als Konsequenz daraus tauschen sie sich immer mehr mit anderen Konsumenten aus, sei es mit Freunden, Familienmitgliedern, Bekannten, Arbeitskollegen oder in Netzwerken, wie Onlineforen oder Blogs. Hier sprechen sie über ihre jeweiligen Erfahrungen oder fragen um Rat. Daher sollten Unternehmen die steigende Bedeutung des Empfehlungsmarketings erkennen. Denn Menschen wollen Empfehlungen, sei es bei der Suche nach einem Rechtsanwalt, einer Versicherung oder einem Arzt. (vgl. Helm 2000, 4f.) "Alles, im Kleinen wie im Großen, beruht auf Weitersagen." Christian Morgenstern Empfehlungen besitzen eine besondere Glaubwürdigkeit, da sie individuell zugeschnitten sind. Freunde und Bekannte fungieren hier als "unpaid advocates". (vgl. Buttle 1998, 245; Deterding 2006, 10; Helm 2000, 4) Um sich die weitreichenden Möglichkeiten durch das Empfehlungsmarketing nicht entgehen zu lassen, sollte sich Unternehmen Möglichkeiten überlegen um ihre Kunden zu Empfehlungen zu motivieren und neue Kunden zu akquirieren. Eine, wenn nicht sogar die bekannteste, Möglichkeit ist in Kunden-werben-Kunden-Kampagnen zu sehen. Wie schon Silvermann (2001, 47) erkannte, sind sie "the most powerful source in the marketplace".


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Product Details
  • ISBN-13: 9783656082491
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3656082499
  • Publisher Date: 17 Dec 2011
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Weight: 82 gr


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