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Strategisches Kundenwertcontrolling

In: Marketingcontrolling kompakt

Author

Listed:
  • Sven Reinecke

    (Universität St. Gallen)

  • Alexander Tombach

Abstract

Zusammenfassung Aufgabe des strategischen Kundenwertcontrolling ist es, zukünftige Erfolgspotenziale aufzufinden, aufzubauen und zu nutzen. Dazu gehört beispielsweise, möglichst früh Strukturbrüche im Kundenstamm zu erkennen, aus denen Chancen und Risiken hervorgehen können (Link et al., 2000, S. 67 ff.). Kundenerfolgspotenziale sind zunächst mittels Kundenwertkonzepten zu erkennen, um im nächsten Schritt die langfristig orientierte Marktbearbeitung daran zu orientieren. Im Folgenden werden ausgewählte Methoden Analysemethoden vorgestellt.

Suggested Citation

  • Sven Reinecke & Alexander Tombach, 2025. "Strategisches Kundenwertcontrolling," Springer Books, in: Marketingcontrolling kompakt, edition 2, chapter 11, pages 83-91, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-47820-9_11
    DOI: 10.1007/978-3-658-47820-9_11
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