| Vorliegende Sprache |
eng |
| Hinweise auf parallele Ausgaben |
427541093 Druckausg.: ‡Hofmaier, Richard: Marketing, sales and customer management (MSC) |
| ISBN |
978-3-11-041025-9 |
| Name |
Hofmaier, Richard |
| T I T E L |
Marketing, Sales and Customer Management (MSC) |
| Zusatz zum Titel |
An Integrated Overall B2B Management Approach |
| Verlagsort |
Berlin ; München [u.a.] |
| Verlag |
De Gruyter Oldenbourg |
| Erscheinungsjahr |
2015 |
| 2015 |
| Umfang |
Online-Ressource (IX, 251 S.) : Ill., graph. Darst. |
| Reihe |
De Gruyter eBook-Paket Wirtschaftswissenschaften |
| Notiz / Fußnoten |
Description based upon print version of record |
| Weiterer Inhalt |
2 Integrated customer satisfaction and customer loyalty management3 Business Relationship Management and Interpersonal Relationship Management (CRM); 4 Ten Dimensions of customer retention and their customer retention instruments and tools; 5 The CRM tool approach; References; VI Integrated Customer Development and Key Account Management (KAM); 1 Modern and sustainable customer development and Key Account Management (KAM); 2 Systematization, classification and selection of key accounts; 3 Key account concept development, key account strategies and tasks.. 2 Customer acquisition and its multi-functional approach3 Sales processes and their optimization based on key performance indicators; 4 Cross-Cultural Negotiation; 4.1 Core Cross-Cultural Negotiations Skills; 4.2 Bridging Cultural Divides; 4.3 Training and Coaching; 4.4 Job Enrichment; 4.5 Rewards and Recognition; 4.6 Cross-Cultural Negotiations and Key Account Management; References; V Integrated customer loyalty, customer relations and customer retention management (CRM); 1 Holistic CRM - Customer Relationship Management-Approach.. 4 Key account management organization, structure, implementation and processes.. III Integrated product, service and product development management1 Implementation of integrated marketing, sales and customer management; 2 Product Management (PM); 2.1 Product Program Management; 2.2 Individual product and product development management (PD) (lead-useroriented product development); 3 Service Management; 4 Innovation Management and Innovation Scorecard; Degression; References; IV Integrated sales, customer acquisition and negotiation management; 1 Sales structure in the context of marketing and customers (MSC Management).. II Strategic marketing, sales and customer management (B2B)1 "Traditional" marketing strategies; 1.1 Basic or standard strategies of marketing management; 1.2 Market expansion strategies; 1.3 Competitive strategies; 1.4 Market segment strategies; 1.5 USP and core competence strategies; 1.6 Positioning Strategies; 1.7 Geographical Strategies; 1.8 Marketing program strategies, sales and customer program strategies; 2 Strategy profile development and integrated marketing, sales and customer strategy map; 3 The integrated marketing, sales and customer management scorecard; References.. Preface; Table of Contents; Introduction; I The holistic marketing, sales and customer management approach (B2B); 1 The holistic framework and segmentation approach; 2 The creation of market segment potential (SPOT) and market segment positioning analyses (SPOS); 2.1 The market segment potential analysis (SPOT); 2.2 The market positioning analysis (SPOS); 3 The derivation of market penetration, market development and growth potentials; 4 Manifestations of marketing, sales and customer management-focused marketing models and their integration; References. |
| Titelhinweis |
Druckausg.: ‡Hofmaier, Richard: Marketing, sales and customer management (MSC) |
| ISBN |
ISBN 978-3-11-041255-0 EPUB |
| ISBN 978-3-11-041026-6 PDF |
| Klassifikation |
BUS043000 |
| 650 |
| 658.802 |
| 658.8 |
| 650 |
| HF5415.123 |
| QP 600 |
| QP 620 |
| Kurzbeschreibung |
This work concisely presents methods for integrated marketing, sales, and customer management, and is orientated to practice and implementation. It sketches a modern and forward-looking marketing approach for domestic as well as international small, mid-sized, and large firms in the B2B market. |
| 1. Schlagwortkette |
Business-to-Business-Marketing |
| Kundenorientierung |
| Beziehungsmanagement |
| Integriertes Management |
| SWB-Titel-Idn |
433725834 |
| Signatur |
E-Book De Gruyter |
| Bemerkungen |
Elektronischer Volltext - Campuslizenz |
| Elektronische Adresse |
$uhttp://dx.doi.org/10.1515/9783110410266 |
| Internetseite / Link |
Volltext |
| Siehe auch |
Cover |
| Siehe auch |
Volltext |
| Siehe auch |
Cover |
| Siehe auch |
Cover |
| Siehe auch |
Verlag |
