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Kundenpriorisierung zur Wahrung profitabler Geschäftsbeziehungen

  • 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.

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Author of HS ReutlingenKühnl, Christina
Erschienen in:Handbuch Kundenbindungsmanagement : Strategien und Instrumente für ein erfolgreiches CRM
Place of publication:Wiesbaden
Editor:Manfred Bruhn
Document Type:Book chapter
Publication year:2017
Page Number:25
First Page:473
Last Page:497
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:650 Management
Open access?:Nein