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Cross Selling Management

Author

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  • Nufer, Gerd
  • Kelm, Daniel

Abstract

Erfolgreiches Cross Selling Management bietet die Möglichkeit, die Profitabilität von Neuoder Bestandskunden zu steigern und kann zur Verbesserung der Kundenzufriedenheit, Kundenbindung und Verlängerung des Kundenlebenszyklus beitragen. Um erfolgreiches Cross Selling Management zu betreiben, sind ein systematisches Vorgehen und die Bereitstellung von Unternehmensressourcen notwendig. Umfangreiche vorbereitende Maßnahmen stellen sicher, dass Cross Selling nicht dem Zufall überlassen wird. Der Investitionsaufwand ist im Verhältnis zum auszuschöpfenden Kundenwertpotenzial eher als gering einzuschätzen. Cross Selling Management zählt daher zu den wichtigsten vertriebsstrategischen Managementkonzepten und wird auch in Zukunft für Unternehmen weiterhin eine nicht zu vernachlässigende Funktion einnehmen.

Suggested Citation

  • Nufer, Gerd & Kelm, Daniel, 2011. "Cross Selling Management," Reutlingen Working Papers on Marketing & Management 2011-05, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201105
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    File URL: https://www.econstor.eu/bitstream/10419/57426/1/654461228.pdf
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    References listed on IDEAS

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    1. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
    2. Nufer, Gerd & Prell, Kornelius, 2011. "Operationalisierung und Messung von Kundenzufriedenheit," Reutlingen Working Papers on Marketing & Management 2011-04, Reutlingen University, ESB Business School.
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    1. Nufer, Gerd & Prell, Kornelius, 2011. "Operationalisierung und Messung von Kundenzufriedenheit," Reutlingen Working Papers on Marketing & Management 2011-04, Reutlingen University, ESB Business School.

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