| Autore |
Becker Roman
|
| Edizione | [1st ed. 2023.] |
| Pubbl/distr/stampa |
Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer, , 2023
|
| Descrizione fisica |
1 online resource (322 pages)
|
| Disciplina |
658.812
|
| Altri autori (Persone) |
DaschmannGregor
|
| Collana |
Future of Business and Finance
|
| Soggetto topico |
Marketing
Sales management
Management
Sales and Distribution
|
| ISBN |
3-658-41239-9
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
Chapter 1 The Fan Principle: Fans and Fan Customers -- 1.1 What it is about -- 1.2 What is a fan? -- 1.3 From Fan Principle to FANOMICS: What is a Fan Customer? -- 1.4 The FANOMICS Basis: The Fan Indicator -- 1.5 The Fan Rate as a KPI -- 1.6 The Fan Portfolio -- 1.7 Bibliography -- Chapter 2 The value of fan customers -- 2.1 The fan as a growth driver -- 2.2 Fans and Market Penetration: Growth with existing customers in existing business -- 2.3 Fans and Market development: Growth through the acquisition of new customers in existing business -- 2.4 Fans and product development: Growth with existing customers through expansion of the product range -- 2.5 Fans and product diversification: Growth by attracting new customers for new products -- 2.6 Summary: The Fan Rate as the central growth factor -- 2.7 Increasing customer value through FANOMICS -- 2.8 Bibliography -- Chapter 3 FANOMICS - The Economics of the Fan Principle -- 3.1 Focus generates identification -- 3.2 Orchestration creates perceived uniqueness -- 3.3 Definition of FANOMICS -- 3.4 Example VI: ALDI South - the simple principle -- 3.5 Examples VII: Miele - Orchestration of performance and communication -- 3.6 FANOMICS: From development to implementation -- 3.7 Bibliography -- Chapter 4 How do I really turn customers into fans? -- 4.1 Positioning -- 4.2 Orchestration -- 4.3 Employees as Fan Makers -- 4.4 Customer value-based control -- 4.5 Bibliography -- Chapter 5 FANOMICS: More than controlling relationship quality -- 5.1 Customer value-based segmentation with the Fan Portfolio -- 5.2 FANOMICS as an instrument for efficient new customer acquisition -- 5.3 Dovetailing of NPS and FANOMICS to form "NPSplus Insights” -- 5.4 Bibliography -- Chapter 6 Success Factors of FANOMICS -- 6.1 Building awareness and acceptance -- 6.2 Validation of success effectiveness by measuring the customer value of Fans -- 6.3 Continuous measurement and goal systems for managing success -- 6.4 Bibliography. .
|
| Record Nr. | UNINA-9910731464903321 |
Info
Das Fan-Prinzip : Mit emotionaler Kundenbindung Unternehmen erfolgreich steuern / / von Roman Becker, Gregor Daschmann
