Customer Contact Management: Erzielung von Kundenwerten in einer Postwachstumsgesellschaft

Customer contact management (CCM) is an evolutionary outgrowth of classical customer relationship management that is focused on B2C in the commercial and service sectors. The textbook presents the basic principles of CCM, its concept of the customer life cycle, and emphasizes lead generation and customer migration in the age of Generation Y. Selected CCM tools are explained based on practical examples.

• Erschließung von Begrifflichkeiten und Wirkweisen von Facebook Commerce, Mobile Commerce, Local Commerce, Augmented Reality, Curated Social Marketplaces, Social Selling

• Anschauliche Wissensvermittlung durch zahlreiche Praxisbeispiele