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Cross Selling Management

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  • Nufer, Gerd
  • Kelm, Daniel
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    Abstract

    Erfolgreiches Cross Selling Management bietet die Möglichkeit, die Profitabilität von Neuoder Bestandskunden zu steigern und kann zur Verbesserung der Kundenzufriedenheit, Kundenbindung und Verlängerung des Kundenlebenszyklus beitragen. Um erfolgreiches Cross Selling Management zu betreiben, sind ein systematisches Vorgehen und die Bereitstellung von Unternehmensressourcen notwendig. Umfangreiche vorbereitende Maßnahmen stellen sicher, dass Cross Selling nicht dem Zufall überlassen wird. Der Investitionsaufwand ist im Verhältnis zum auszuschöpfenden Kundenwertpotenzial eher als gering einzuschätzen. Cross Selling Management zählt daher zu den wichtigsten vertriebsstrategischen Managementkonzepten und wird auch in Zukunft für Unternehmen weiterhin eine nicht zu vernachlässigende Funktion einnehmen. --

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    Bibliographic Info

    Paper provided by Reutlingen University, ESB Business School in its series Reutlingen Working Papers on Marketing & Management with number 2011-05.

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    Date of creation: 2011
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    Handle: RePEc:zbw:esbwmm:201105

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    Web page: http://www.esb-business-school.de/
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    1. Nufer, Gerd & Prell, Kornelius, 2011. "Operationalisierung und Messung von Kundenzufriedenheit," Reutlingen Working Papers on Marketing & Management 2011-04, Reutlingen University, ESB Business School.
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