Kundengewinnung und Kundenbindung bei Presseabonnements

In this book, industry experts explain the current status of new customer acquisition as well as customer management and strategic potential development in press sales. They show specialist and management staff in publishing and media companies how they can optimise their customer relationships, especially in light of the increasing digital diversification of product offerings. The focus on customer benefit as the basis for product offerings and product forms has led to a greater complexity of the product range and thus to a very heterogeneous portfolio of target group products and pricing models.The authors' contributions show how sustainable marketing success can be achieved, which is ultimately based on the quality and value of the customer relationship.