Lehrinhalte
Theoretical fundamentals, stages of the CRM process (analysis, strategic management, operations management, implementation, control), new challenges in CRM
Literatur
Bruhn, M. (2013), Relationship Marketing, 3. Auflage, München, S. 107-344.
Homburg, Ch. (2012), Marketingmanagement: Strategie Instrumente Umsetzung Unternehmensführung, 4. Auflage, Wiesbaden, S. 139-168 (Kapitel 3: Das Kaufverhalten organisationaler Kunden), S. 1023-1056 (Kapitel 19: Business-to-Business-Marketing).
additional literatur in script.
Voraussetzungen
Grundlagen der Betriebswirtschaftslehre
Marketing
Official Course Description
The course enables students to
[list]
[*] learn fundamentals of customer relationship management.
[*] analyze and evaluate customer relationships.
[*] understand the differences of B2C and B2B customer relationship management.
[*] understand the different stages and related instruments of customer relationship management.
[*] apply learned concepts and instruments in case studies.
[*] connect their knowledge to business cases in presentations of experienced practitioners.
[/list]
Theoretical fundamentals, stages of the CRM process (analysis, strategic management, operations management, implementation, control), new challenges in CRM
Literatur
Bruhn, M. (2013), Relationship Marketing, 3. Auflage, München, S. 107-344.
Homburg, Ch. (2012), Marketingmanagement: Strategie Instrumente Umsetzung Unternehmensführung, 4. Auflage, Wiesbaden, S. 139-168 (Kapitel 3: Das Kaufverhalten organisationaler Kunden), S. 1023-1056 (Kapitel 19: Business-to-Business-Marketing).
additional literatur in script.
Voraussetzungen
Grundlagen der Betriebswirtschaftslehre
Marketing
Official Course Description
The course enables students to
[list]
[*] learn fundamentals of customer relationship management.
[*] analyze and evaluate customer relationships.
[*] understand the differences of B2C and B2B customer relationship management.
[*] understand the different stages and related instruments of customer relationship management.
[*] apply learned concepts and instruments in case studies.
[*] connect their knowledge to business cases in presentations of experienced practitioners.
[/list]
- Lehrende: Ruth Stock-Homburg
Semester: WT 2018/19