| Description |
1 online resource (262 pages) : illustrations |
|
text file PDF |
| Physical Medium |
polychrome |
| Bibliography |
Includes bibliographical references and index. |
| 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. |
| Summary |
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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Language |
In English. |
| Subject |
Marketing.
|
|
Marketing. |
|
Sales.
|
|
Sales. |
|
Customer relations -- Management.
|
|
Customer relations -- Management. |
| Genre/Form |
Electronic books.
|
|
Electronic books.
|
| ISBN |
9783110410266 (electronic book) |
|
3110410265 (electronic book) |
|
9783110412550 (electronic book) |
|
3110412551 (electronic book) |
|
9783110410259 |
| Standard No. |
10.1515/9783110410266 |
|
