Best-Practices von Kommunikations- und Servicedienstleistungen

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing Note: 13 Universität Witten/Herdecke Veranstaltung: Best Practices Dienstleistungen Sprache: Deutsch Abstract: Both the theory as well as the management practice have changed their perspectives of marketing. Saturated and transparent markets lead to inefficiencies of classical mass-marketing which targets on every possible customer in order to increase market share and realize economies of scale: information overload makes customers immune against ads. To worsen it a lot these targeted customers are just interested in the best bargain - while only few companies are in the position to serve its products or services for these low prices. This situation makes clear: what really counts is each customers contribution of value. As this contribution increases with every year making long-term relationships more valuable than short ones customer retention was able to reach its current popularity.