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Home > Business and Economics > Business and Management > Sales and marketing > Customer Equity: Grundlagen der kundenwertorientierten Unternehmungsführung
Customer Equity: Grundlagen der kundenwertorientierten Unternehmungsführung

Customer Equity: Grundlagen der kundenwertorientierten Unternehmungsführung


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About the Book

Kai Wille entwickelt ein Konzept zur Messung und Steuerung des risikoadjustierten Wertbeitrages von Kundenbeziehungen. Er zeigt, dass wertorientierte Kenngrößen auch dazu beitragen, den internen Stellenwert des Marketing im Verteilungskampf um knappe finanzielle Ressourcen entscheidend zu stärken.



Table of Contents:
1 Grundlagen der Untersuchung.- 1.1 Inhaltliche Problemskizze.- 1.2 Zielsetzung der Arbeit.- 1.3 Methodische Zugangsweise.- 1.4 Positionierung des Customer Equity im betriebswirtschaftlichen Forschungskontext.- 1.5 Verlauf der Untersuchung.- 2 Theoretische Grundlagen der Customer Equity-Berechnung.- 2.1 Das normative Begriffsproblem der Kundenbewertung.- 2.2 Das Konzeptproblem der Kundenbewertung.- 2.3 Reflexion der theoretischen Grundlagen des Customer Equity.- 3 Das Barwertkonzept als Grundlage für den Customer Equity.- 3.1 Grundlagen der Barwertberechnung.- 3.2 Der Kostenmaßstab Kalkulationszins.- 3.3 Implikationen eines barwertigen Customer Equity.- 3.4 Reflexion der Grundlagen eines barwertigen Customer Equity.- 4 Der Customer Equity einzelner Kundenbeziehungen.- 4.1 Grundlagen der kundenorientierten Operationalisierung des Barwertkonzeptes.- 4.2 Der Transaktionswert von Kundenbeziehungen.- 4.3 Verfahren zur Prognose des Transaktionswertes.- 4.4 Einflussfaktoren des Transaktionswertes.- 4.5 Berücksichtigung des Ressourcenpotenzials von Kunden.- 4.6 Standard-Erfolgsrechnung und CE-Investitionsrechnung.- 4.7 Reflexion der Customer Equity-Berechnung einzelner Kundenbeziehungen.- 5 Der Customer Equity der Gesamtunternehmung.- 5.1 Grundlagen der kundenwertorientierten Unternehmungssteuerung.- 5.2 Erweiterung des Customer Equity zum Risiko-Chancen-Kalkül.- 5.3 Strukturelle Maßnahmen zur Reduktion der Prognoseunsicherheit.- 5.4 Reflexion des Customer Equity der Gesamtuntemehmung.- 6 Planungsbasierte Abstimmung der Customer Equity-Partialkonzepte.- 6.1 Grundlagen eines integrierten Customer Equity-Planungssystems.- 6.2 Prozessorientierte Struktur des Planungssystems.- 6.3 Konzeption eines Customer Equity-Informationssystems.- 6.4 Reflexion des integrierten CustomerEquity-Planungssystems.- 7 Schlussfolgerungen und weiterer Forschungsbedarf.

About the Author :
Dr. Kai Wille promovierte bei Prof. Dr. Klaus Barth am Lehrstuhl für Absatz und Handel der Universität Duisburg-Essen. Er ist als Unternehmensberater bei der Keylens AG in Düsseldorf tätig.


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Product Details
  • ISBN-13: 9783835001855
  • Publisher: Deutscher Universitats-Verlag
  • Publisher Imprint: Deutscher Universitats-Verlag
  • Height: 210 mm
  • No of Pages: 314
  • Sub Title: Grundlagen der kundenwertorientierten Unternehmungsführung
  • ISBN-10: 383500185X
  • Publisher Date: 08 Dec 2005
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Width: 148 mm


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Customer Equity: Grundlagen der kundenwertorientierten Unternehmungsführung
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Customer Equity: Grundlagen der kundenwertorientierten Unternehmungsführung
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