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3. (Fast) überall Punkte sammeln: Multipartner-Bonusprogramme

  • 2017
  • OriginalPaper
  • Chapter
Published in:
Author
Alexandra Ranzinger
Published in
Praxiswissen Kundenbindungsprogramme
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Hinter einem Multipartner-Bonusprogramm steht in der Regel ein sogenannter Programmbetreiber, der auf Basis der Anforderungen des Marktes und der geplanten Positionierung das Programm konzipiert, implementiert und vor allem auch auf eigenes Risiko betreibt. Die Aufgaben des Programmbetreibers sind neben dem operativen Betrieb des Multipartner-Bonusprogramms (IT-Plattform, Call-Center-Betrieb, Abrechnung, Marketing – klassisch und Direktmarketing etc.) vor allem die Akquisition und Integration neuer Programmpartner, aber auch die strategische Weiterentwicklung inklusive Anpassung an veränderte Marktgegebenheiten.

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previous chapter Nur einer gibt Punkte: Single-Bonusprogramme
next chapter Hier gibt’s was raus: Rabattkarten
Title
(Fast) überall Punkte sammeln: Multipartner-Bonusprogramme
Author
Alexandra Ranzinger
Copyright Year
2017
Book
Praxiswissen Kundenbindungsprogramme

Print ISBN: 978-3-658-17659-4

Electronic ISBN: 978-3-658-17660-0

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-658-17660-0_3
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