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Mehrstufige Marktsegmentierung zur Neukundenakquisition by Oliver Kohrmann

Mehrstufige Marktsegmentierung zur Neukundenakquisition

Part of the Marketing und Innovationsmanagement Series


Mehrstufige Marktsegmentierung zur Neukundenakquisition by Oliver Kohrmann

Oliver Kohrmann entwickelt ein Vorgehen zur Akquisition neuer Geschaftskunden, das sowohl psychographische als auch wirtschaftliche Kundenmerkmalen berucksichtigt. Durch die Verbindung von Kunden- und Kostenorientierung gelingt es, das Vertriebsmanagement gezielter auf einzelne Kundensegmente auszurichten und gleichzeitig effizienter zu gestalten.

About the Author

Dr. Oliver Kohrmann ist wissenschaftlicher Mitarbeiter von Prof. Dr. Martin Benkenstein am Institut fur Marketing und Innovationsmanagement der Universitat Rostock.

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Book Info

Publication date

30th October 2003


Oliver Kohrmann

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Deutscher Universitats-Verlag


210 pages


Sales & marketing



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