Ansätze des Kundenwertmanagements

Bernd W. Wirtz · Oliver S. Schilke

13 citations0/0 files storedGabler Verlag eBooks

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Customer churn and segmentation Customer Service Quality and Loyalty Corporate Governance and Management

Abstract

ZusammenfassungKundenwertmanagement hat sich im Laufe der letzten Jahre zu einem der am meisten diskutierten Themen in Marketingforschung und -praxis entwickelt. Dies wird sowohl durch die steigende Anzahl an Veröffentlichungen auf diesem Gebiet als auch durch die zunehmende Anwendung entsprechender Konzepte in der Unternehmenslandschaft deutlich.

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1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1990Zero defections: quality comes to services.2000Information Rules: A Strategic Guide to the Network Economy 1992The Changing Role of Marketing in the Corporation 1983Emerging perspectives on services marketing 1998Customer lifetime value: Marketing models and applications 2010Manage Marketing by the Customer Equity Test 1997Customer lifetime valuation to support marketing decision making

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