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Published in: Marketing Review St. Gallen 6/2015

01-12-2015 | Spektrum

Spontankäufer, Neu- und Bestandskunden — Der erweiterte Kauftrichter

Authors: Dr. Tjark Freundt, Sascha Lehmann, Dr. Lorenz Zimmermann

Published in: Marketing Review St. Gallen | Issue 6/2015

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In vielen Unternehmen gehört der Kaufprozesstrichter zu den Standardinstrumenten der Markenführung. Jetzt hat McKinsey den Ansatz um zwei Module erweitert: Spontankäufer werden separat erfasst, Neu- und Bestandskunden gezielt gegenübergestellt. Botschaften lassen sich nun genau auf diese Kundengruppen zuschneiden. …
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Metadata
Title
Spontankäufer, Neu- und Bestandskunden — Der erweiterte Kauftrichter
Authors
Dr. Tjark Freundt
Sascha Lehmann
Dr. Lorenz Zimmermann
Publication date
01-12-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 6/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0591-8