Customer relationship management is concerned with establishing, developing, and maintaining successful relationships between customers and companies in the long term. The online course provides lectures on the state-of-the-art of relationship marketing research, enabling participants to understand and effectively apply customer relationship management tools. One important tool, for example, are customer loyalty programs, which are discussed in detail in the course.
Wissensbereiche: Betriebswirtschaftslehre, Management, Organisation, Marketing, Vertrieb, Werbung, PR, Digitalisierung
Schwerpunkte: Kundenbetreuung, Kundenbindung, Loyalitätsprogramme