Marketing, sales and customer management (MSC) : an integrated overall B2B management approach /

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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hofmaier, Richard (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Oldenbourg : De Gruyter, 2015.
Temas:
Marketing.
Sales.
Customer relations > Management.
Vente > Droit.
marketing.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Customer relations > Management
Marketing
Sales
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Frontmatter
  • Preface
  • Table of Contents
  • Introduction
  • I. The holistic marketing, sales and customer management approach (B2B)
  • II. Strategic marketing, sales and customer management (B2B)
  • III. Integrated product, service and product development management
  • IV. Integrated sales, customer acquisition and negotiation management
  • V. Integrated customer loyalty, customer relations and customer retention management (CRM)
  • VI. Integrated Customer Development and Key Account Management (KAM)
  • VII. Integrated Focus Group Management (FGM) and marketing, sales and customer scorecard management
  • Appendix I: Checklist for the Collaboration of Marketing, Sales and Customer Management
  • Appendix II: Example of a KAM Assessment Questionnaire
  • Bibliography
  • List of Figures
  • Index.

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