Marketing, Sales and Customer Management (MSC)
An Integrated Overall B2B Management Approach
1. Auflage
Erschienen am 19. Mai 2015
IX, 251 Seiten
978-3-11-041026-6 (ISBN)
Beschreibung
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.
Weitere Details
Weitere Ausgaben
Person
Inhalt
- Intro
- 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
