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Media type:
E-Book
Title:
Marketing, Sales and Customer Management (MSC)
:
An Integrated Overall B2B Management Approach
Contains:
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.
Footnote:
Description based upon print version of record
Description:
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