TY  - CHAP
U1  - Buchbeitrag
A1  - Kühnl, Christina
A1  - Prigge, Jana-Kristin
ED  - Bruhn, Manfred
T1  - Kundenpriorisierung zur Wahrung profitabler Geschäftsbeziehungen
T2  - Handbuch Kundenbindungsmanagement : Strategien und Instrumente für ein erfolgreiches CRM
N2  - Customer prioritization is a common marketing activity in business practice. It aims at an increase in average customer profitability and return on sales by treating important customers more intensively. After a short introduction highlighting the importance of customer prioritzation, the present article provides an overview of key aspects of customer prioritization. First, companies need to select a prioritization criterion, determine the method to identify important customers, and decide on how to treat these customers in a particular way. Second, companies face challenges and need to address key requirements for implementing customer prioritization within a company. Finally, the article emphasizes positive and negative consequences of customer prioritization.
Y1  - 2017
SN  - 978-3-658-13649-9
SB  - 978-3-658-13649-9
SP  - 473
EP  - 497
S1  - 25
PB  - Springer Gabler
CY  - Wiesbaden
ET  - 9
ER  -