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Cross-Buying-Effekte in Multi-Partner-Bonusprogrammen

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Effektives Customer Relationship Management

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Zusammenfassung

Im Rahmen des Customer Relationship Management (Parvatiyar/Sheth 2001) versuchen Anbieter, profitable Kunden zu akquirieren, langfristig an sich zu binden sowie verlorene Kunden ggfs. zurückzugewinnen (Bolton/Lemon/Verhoef 2004). Der Fokus sollte dabei auf einer wertorientierten Gestaltung von Kundenbeziehungen liegen (Tomczak/Rudolf-Sipötz 2006).

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Author information

Authors and Affiliations

  1. Bochum, Deutschland

    Mario Rese

  2. Essen, Deutschland

    Prof. Dr. Heike Papenhoff & Annika Wilke

Authors
  1. Mario Rese
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  2. Prof. Dr. Heike Papenhoff
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  3. Annika Wilke
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Correspondence to Mario Rese .

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Editors and Affiliations

  1. TGCG-Management Consultants , Düsseldorf, Nordrhein-Westfalen, Germany

    Stefan Helmke

  2. Düsseldorf, Nordrhein-Westfalen, Germany

    Matthias Uebel

  3. Heinz Nixdorf Inst, Univ Paderborn Heinz Nixdorf Inst, Paderborn, Nordrhein-Westfalen, Germany

    Wilhelm Dangelmaier

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Rese, M., Papenhoff, H., Wilke, A. (2017). Cross-Buying-Effekte in Multi-Partner-Bonusprogrammen. In: Helmke, S., Uebel, M., Dangelmaier, W. (eds) Effektives Customer Relationship Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-06624-6_20

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  • DOI: https://doi.org/10.1007/978-3-658-06624-6_20

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-06623-9

  • Online ISBN: 978-3-658-06624-6

  • eBook Packages: Business and Economics (German Language)

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