Titlebar

Export bibliographic data
Literature by the same author
plus on the publication server
plus at Google Scholar

 

Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen

Title data

Buhl, Hans Ulrich ; Gneiser, Martin ; Heidemann, Julia:
Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen.
In: Zeitschrift für Planung & Unternehmenssteuerung. Vol. 20 (2010) Issue 2 . - pp. 175-195.
ISSN 1613-9267

Related URLs

Abstract in another language

Das Management von Kundenbeziehungen gewinnt im Zuge der steigenden Relevanz, die dem Customer Relationship Managements beigemessen wird, verstärkt an Bedeutung. Vor diesem Hintergrund gilt es, auch Investitionen in Kundenbeziehungen analog zu anderen Unternehmensinvestitionen gezielt zu steuern. Im vorliegenden Beitrag wird deshalb ein Entscheidungsmodell vorgestellt, das mittels der dynamischen Optimierung die optimale Höhe eines Investitionsbudgets in den Kundenstamm über mehrere Perioden hinweg bestimmt. Die Anwendung des Modells wird anhand eines Beispiels aus der Finanzdiensleistungsbranche illustriert.

Abstract in another language

Given the increasing relevance of Customer Relationship Management, the strategic management and control of customer-centric investments is key success factor. For this reason investments in customer relationships have to be managed like any other investments of the company. The following article addresses this need and proposes a decision model using the dynamic optimisation approach which allows determining optimal investments across the customer base for multiple investment periods. An example illustrates its applicability within the financial services industry.

Further data

Item Type: Article in a journal
Refereed: Yes
Institutions of the University: Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Research Institutions
Research Institutions > Affiliated Institutes
Research Institutions > Affiliated Institutes > Fraunhofer Project Group Business and Information Systems Engineering
Research Institutions > Affiliated Institutes > FIM Research Center Finance & Information Management
Faculties
Faculties > Faculty of Law, Business and Economics
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works > 004 Computer science
300 Social sciences > 330 Economics
Date Deposited: 09 Oct 2018 09:07
Last Modified: 09 Oct 2018 09:07
URI: https://eref.uni-bayreuth.de/id/eprint/45988