Customer Relationship Management im Handel: Strategien - Konzepte - Erfahrungen
Customer Relationship Management im Handel: Strategien - Konzepte - Erfahrungen
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Mit seiner Ausrichtung auf den Anwendungsbereich des Handels schliesst das Buch eine Lucke in der Literatur zum CRM. Die Autoren illustrieren sehr anschaulich, was unter CRM zu verstehen ist, welche technologischen Konzepte es derzeit am Markt gibt und welche Software-Kriterien fur den Handel wichtig sind. Praktiker finden hier konkrete Hilfestellung, um die technischen Moeglichkeiten, aber auch die Instrumente der Kundenbindung optimal zu nutzen. Erfolgreiche Praxisbeispiele in Marketing, Vertrieb und Service veranschaulichen die Konzepte.
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