IDEAS home Printed from https://ideas.repec.org/p/zbw/imbwps/50.html
   My bibliography  Save this paper

Konzepte und Instrumente des B-to-B-Dialog-Marketings

Author

Listed:
  • Kreutzer, Ralf T.

Abstract

Dialog-Marketing wird von immer mehr im B-to-B-Markt tätigen Unternehmen eingesetzt, um den Return on Marketing Investment nachhaltig zu steigern. Die Instrumente des Dialog-Marketings ermöglichen es, die Effizienz und Effektivität von Marketing-Aktivitäten gezielt zu messen und damit zu bewerten. Die Einsatzfelder des Dialog-Marketings umfassen zum einen den Bereich der Kundengewinnung, für den vielfältige Konzepte bestehen. Darüber hinaus stellen die Kundenentwicklung und das Kundenbindungsmanagement einen zentralen Handlungsschwerpunkt des Dialog-Marketings dar. Grundlage hierfür sind umfassende Informationen über die eigenen Interessenten und Kunden. Diese Informationen ermöglichen eine Ermittlung des jeweiligen Kundenwertes und eine darauf aufbauende individualisierte Ansprache und Betreuung. Hierdurch werden die Voraussetzungen für den Aufbau eines Customer-Relationship-Managements (CRM) geschaffen.

Suggested Citation

  • Kreutzer, Ralf T., 2009. "Konzepte und Instrumente des B-to-B-Dialog-Marketings," Working Papers 50, Berlin School of Economics and Law, Institute of Management Berlin (IMB).
    • Handle: RePEc:zbw:imbwps:50
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/74327/1/746029853.pdf
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Warmdt, Luca & Užik, Martin & Löcher, Markus, 2018. "Financial signaling with open market share repurchases and private redemptions," Working Papers 93, Berlin School of Economics and Law, Institute of Management Berlin (IMB).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:imbwps:50. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/fhwbede.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.