Mehrstufige Kundenintegration in Wertschöpfungssystemen
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Mehrstufige Kundenintegration in Wertschöpfungssystemen: Ableitung einer Marketingstrategie für Lieferanten(Business-to-Business-Marketing)

Mehrstufige Kundenintegration in Wertschöpfungssystemen: Ableitung einer Marketingstrategie für Lieferanten(Business-to-Business-Marketing)


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About the Book

Table of Contents:
1 Mehrstufige Beteiligung des Kunden an Leistungserstellungsprozessen: Einleitung, Einordnung und Relevanz sowie Aufbau der Arbeit.- 1.1 Die Mitwirkung des Kunden an der Leistungserstellung.- 1.2 Entwicklungslinien der Analyse der Beteiligung des Kunden an der Leistungserstellung in der Forschung.- 1.3 Beteiligung der direkten und indirekten Kunden an der Leistungserstellung als Phänomen mit hoher Relevanz.- 1.4 Vorgehensweise und Aufbau der Arbeit.- 2 Abgrenzung von einstufiger und mehrstufiger Kundenintegration in Wertschöpfungssystemen.- 2.1 Definition von einstufiger und mehrstufiger Kundenintegration.- 2.2 Branchenbeispiele mehrstufiger Kundenintegration.- 2.3 Einflussfaktoren auf die Entstehung mehrstufiger Kundenintegration.- 3 Deskriptive Analyse der Kundenintegrationsprozesse in Wertschöpfungssystemen anhand der Leistungslehre.- 3.1 Grundlagen der Leistungslehre zur Analyse ein- und mehrstufiger Integrativität.- 3.2 Analyse der Kundenintegrationsprozesse mit Hilfe der Leistungslehre.- 3.3 Leistungsergebnis und Teilleistungen bei mehrstufiger Integrativität.- 3.4 Leistungspotentialgestaltung und mehrstufige Kundenintegration.- 3.5 Analyse der Leistungspotentiale und weiterer Inputfaktoren in den Leistungserstellungsprozess.- 3.6 Skizze eines Modells der Faktorkombination bei mehrstufiger Kundenintegration.- 4 Erklärungsbeitrag der Informationsökonomie zur theoretischen Fundierung der Analyse mehrstufiger Kundenintegrationsprozesse.- 4.1 Grundüberlegungen zur Anwendung der Informationsökonomie auf das Untersuchungsobjekt.- 4.2 Einflüsse hoher exogener Unsicherheit auf die Mehrstufigkeit der Kundenintegration.- 4.3 Endogene Unsicherheiten als Grundlage mehrstufiger Kundenintegration.- 4.4 Kritische Beurteilung dyadischer Unsicherheitsreduktionsstrategienund Ableitung mehrstufiger Instrumente zur Unsicherheitsreduktion.- 4.5 Zusammenfassende Betrachtung des Erklärungsbeitrages der Informationsökonomie zur Entstehung mehrstufiger Kundenintegration.- 5 Auswirkungen mehrstufiger Kundenintegration auf die Handlungsebenen des Marketing eines Lieferanten.- 5.1 Auswirkungen auf die Einzeltransaktionen.- 5.2 Auswirkungen auf Geschäftsbeziehungen des Lieferanten.- 5.3 Auswirkungen auf den Marktprozess.- 5.4 Beurteilung von Pro und Contra der mehrstufigen Kundenintegration aus Sicht eines Lieferanten.- 6 Gestaltungsfelder einer auf mehrstufige Kundenintegration fokussierten Marketingstrategie am Beispiel eines Lieferanten der Bahnindustrie.- 6.1 Zusammenhang von mehrstufigem Marketing und mehrstufiger Kundenintegration.- 6.2 Gestaltungsfelder einer mehrstufigen Kundenintegrationsstrategie.- 7 Fazit und Ausblick.

About the Author :
Dr. Alexander Trommen promovierte bei Prof. Dr. Michael Kleinaltenkamp am Institut für Marketing der Freien Universität Berlin. Er ist Vorstand und Gesellschafter der MINICK AG Hamburg.


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Product Details
  • ISBN-13: 9783824476886
  • Publisher: Deutscher Universitatsverlag
  • Publisher Imprint: Deutscher Universitatsverlag
  • Language: German
  • Returnable: Y
  • Sub Title: Ableitung einer Marketingstrategie für Lieferanten
  • ISBN-10: 3824476886
  • Publisher Date: 29 Oct 2002
  • Binding: Paperback
  • No of Pages: 282
  • Series Title: Business-to-Business-Marketing


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Mehrstufige Kundenintegration in Wertschöpfungssystemen: Ableitung einer Marketingstrategie für Lieferanten(Business-to-Business-Marketing)
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