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Benedikt Lindenbeck untersucht anhand realer Daten eines Versicherungsunternehmens, inwiefern auf Basis bestehender Kundenbeziehungen Empfehlungen für die Auswahl zu adressierender Rezipienten im Dialogmarketing abgeleitet werden können. Er entwickelt eine Methodik, die eine Kombination verschiedener statistischer Analysemethoden ermöglicht, und zeigt zudem auf, dass hierdurch eine ökonomisch vorteilhafte Auswahl zu adressierender Rezipienten möglich ist. Anlass seiner Untersuchungen ist, dass das Dialogmarketing heutzutage zahlreiche Möglichkeiten bietet, potenzielle und tatsächliche Kunden anzusprechen. Die hohen Ausgaben, die auf den Einsatz entsprechender Instrumente entfallen, lassen vor dem Hintergrund mitunter geringer Erfolgsquoten Optimierungspotenziale mit Blick auf die Steuerung entsprechender Kampagnen vermuten.

Boekdetails

Serie
Marketing und Marktorientierte Unternehmensführung
Ondertitel
Marketing und Marktorientierte Unternehmensführung
Formaat
Paperback / softback
Uitgever
Springer Fachmedien Wiesbaden
Imprint
Springer Gabler
Auteur
Benedikt Lindenbeck, Springer Gabler, Springer Fachmedien Wiesbaden
ISBN-13
9783658211660
Verschijningsdatum
2018-02-20
Taal
German
Editie
1. Aufl. 2018
Afmetingen
148 mm × 210 mm
Land van herkomst
NL

Paperback / softback

Steuerung von Dialogmarketingkampagnen

door Benedikt Lindenbeck

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