Document (#11856)

Author
Beutelspacher, K.
Title
König Kunde : Telekommunikationsbranche braucht neues Marketing
Source
Cogito. 11(1995) H.6, S.30-32
Year
1995
Abstract
'Kundenorientierung' ist derzeit wohl eine der meistgenannten Visionen in der Telekommunikationsbranche. Doch der Weg dorthin hat gerade erst begonnen. Denn insbesondere für die Carrier und großen Unternehmen der Telekom-Industrie ist der Kunde noch ein relativ neues Phänomen. Kaum verwunderlich, denn wo man nicht gewinnorientiert arbeitet oder die Absatzentwicklung in fast planwirtschaftlicher Form gesteuert werden konnte, bestand keine Veranlassung, sich um Neukunden zu bemühen. Den Kunden durch gezielte Leistungsanpassung aktiv zu binden, erübrigte sich gleichermaßen, da es keine Alternativen gab. Das ändert sich jetzt. Und was macht das Marketing?

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