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Customer Equity Management bei Kontinuierlichen Dienstleistungen (German, Paperback, 2005 ed.): Stefan Hundacker Customer Equity Management bei Kontinuierlichen Dienstleistungen (German, Paperback, 2005 ed.)
Stefan Hundacker; Foreword by Christoph Burmann
R1,891 Discovery Miles 18 910
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Stefan Hundacker prasentiert ein Customer-Equity-Modell, in dem Marketinginstrumente, ihre Nutzenwahrnehmung durch die Kunden und ihre finanzielle Wirkung auf den Unternehmenswert miteinander verknupft werden. Am Beispiel des deutschen Mobilfunkmarkts entwickelt er zwei Marktbearbeitungskonzepte fur kontinuierliche Dienstleistungen, die die Umsetzung seines Modells veranschaulichen.

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