Marketing, Sales and Customer Management (MSC) : An Integrated Overall B2B Management Approach / Richard Hofmaier.

Format:

Book

Author/Creator:

Hofmaier, Richard, Author.

Language:

English

Subjects (All):

Communication--Technological innovations.

Communication in marketing.

Marketing--Social aspects.

Social media.

Local Subjects:

Communication--Technological innovations.

Communication in marketing.

Marketing--Social aspects.

Social media.

Physical Description:

1 online resource (262 p.)

Edition:

1st ed.

Place of Publication:

München ; Wien : De Gruyter Oldenbourg, [2015]

Language Note:

English

Summary:

This Book is primarily written for experts and managers in marketing, sales, customer and service management at BtB companies. In addition, the book is also for executives of project and quality management, research and development (R&D), procurement, logistics, and production departments, who deal with marketing-related topics and are working in related fields. The integrated marketing, sales and customer management (MSC) approach aims to lay out and explain in detail the concepts, tools and implementations of a holistic and sustainable customer-focused approach in order to successfully implement important marketing, sales and customer management measures. The concise presentation of various methods, their applications and evaluations allow managers to better choose specific tools and the necessary means of efficient implementation. In addition, this book presents students enrolled in business management and business administration programs and who are focusing on marketing, sales and customer management with a conceptualized and application-oriented guide for the implementation of holistically integrated strategies, programs and measures.

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.

Contents:

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

Notes:

Description based upon print version of record.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 23. Jun 2020)

ISBN:

9783110412550

3110412551

OCLC:

912323291