Unternehmen nutzen Social Media, um Kundenbeziehungen zu verbessern und Kundenwerte zu steigern. Nach ersten Erfahrungen auf diesem Gebiet müssen geeignete Strategien für das Engagement in Social Media etabliert werden. Vorhandene Social-CRM-Module bieten die technische Unterstützung für die...

In the last years, customer centricity has turned out to be a promising paradigm for maximizing corporate value by increasing value contributions from customers. In this context, the discipline of revenue management provides plenty of methods to optimize (predominantly short-term) cash-inflows...

Social networks are currently gaining increasing impact in the light of the ongoing growth of web-based services like facebook.com. One major challenge for the economically successful implementation of selected management activities such as viral marketing is the identification of key persons...