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Relationship Marketing : das Management von Kundenbeziehungen

Author: Manfred Bruhn
Publisher: München : Verlag Franz Vahlen, [2016]
Series: Vahlens Handbücher.
Edition/Format:   eBook : Document : German : 5., überarbeitete AuflageView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Bruhn, Manfred
Relationship Marketing : Das Management von Kundenbeziehungen
: Vahlen,c2016
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Manfred Bruhn
ISBN: 9783800651849 380065184X
OCLC Number: 944920248
Description: 1 online resource.
Contents: Cover ; Zum Inhalt / Zum Autor ; Titel ; Vorwort ; Inhaltsverzeichnis; Schaubildverzeichnis ; 1. Grundlagen des Relationship Marketing ; 1.1 Bedeutung und Entwicklung des Relationship Marketing ; 1.2 Begriff und Merkmale des Relationship Marketing ; 1.3 Anwendungsbereiche des Relationship Marketing 2. Theoretische Fundierung des Relationship Marketing 2.1 Gegenstand einer theoretischen Fundierung des Relationship Marketing ; 2.2 Erklärungsansätze nach dem neoklassischen Paradigma ; 2.3 Erklärungsansätze nach dem neoinstitutionellen Paradigma ; 2.3.1 Informationsökonomik 2.3.2 Principal-Agent-Ansatz 2.3.3 Transaktionskostenansatz ; 2.3.4 Relational-Contracting-Ansatz ; 2.4 Erklärungsansätze nach dem neobehavioristischen Paradigma ; 2.4.1 Psychologische Erklärungsansätze ; 2.4.2 Sozialpsychologische Erklärungsansätze 2.4.2.1. Interaktions- und Netzwerkansätze 2.4.2.2. Austausch-, Anreiz-Beitrags- und Equitytheorie ; 2.4.2.3. Durchdringungstheorie ; 2.5 Organisationstheoretische Erklärungsansätze ; 2.5.1 Resource-Dependence-Theorie ; 2.5.2 Resource-based View ; 2.6 Zusammenfassende Würdigung des Erklärungsbeitrags der Ansätze 2.7 "Service-Dominant Logic for Marketing" als Leitidee des Relationship Marketing? 3. Konzeptionierung des Relationship Marketing ; 3.1 Konzept des Lebenszyklus ; 3.1.1 Grundlagen des Lebenszykluskonzeptes ; 3.1.2 Kundenlebenszeitzyklus ; 3.1.3 Kundenepisodenzyklus
Series Title: Vahlens Handbücher.
Responsibility: Prof. Dr. Dr. h.c. mult. Manfred Bruhn.

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