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Mehrstufige Marktsegmentierung zur Neukundenakquisition by Oliver Kohrmann
  

Mehrstufige Marktsegmentierung zur Neukundenakquisition

Part of the Marketing und Innovationsmanagement Series

Synopsis

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

Author

Oliver Kohrmann

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Publisher

Deutscher Universitats-Verlag

Format

Paperback
210 pages

Categories

Sales & marketing

ISBN

9783824479580

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