Marketing, sales and customer management (MSC): an integrated overall B2B management approach
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German English |
| Veröffentlicht: |
Berlin ; Munich [u.a.]
De Gruyter Oldenbourg
2015
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 251 S. graph. Darst. 240 mm x 170 mm |
| ISBN: | 9783110410259 |
Internformat
MARC
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| 240 | 1 | 0 | |a Integriertes Marketing-, Vertriebs- und Kundenmanagement |
| 245 | 1 | 0 | |a Marketing, sales and customer management (MSC) |b an integrated overall B2B management approach |c Richard Hofmaier |
| 264 | 1 | |a Berlin ; Munich [u.a.] |b De Gruyter Oldenbourg |c 2015 | |
| 300 | |a IX, 251 S. |b graph. Darst. |c 240 mm x 170 mm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
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| 650 | 0 | 7 | |a Kundenorientierung |0 (DE-588)4316837-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Beziehungsmanagement |0 (DE-588)4326109-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Integriertes Management |0 (DE-588)4346301-0 |2 gnd |9 rswk-swf |
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Datensatz im Suchindex
| _version_ | 1804174767195947008 |
|---|---|
| adam_text | TABLE OF CONTENTS
INTRODUCTION 1
I THE HOLISTIC MARKETING, SALES AND CUSTOMER MANAGEMENT APPROACH (B2B) 3
1 THE HOLISTIC FRAMEWORK AND SEGMENTATION APPROACH 5
2 THE CREATION OF MARKET SEGMENT POTENTIAL (SPOT) AND MARKET SEGMENT
POSITIONING ANALYSES (SPOS) 9
2.1 THE MARKET SEGMENT POTENTIAL ANALYSIS (SPOT) 9
2.2 THE MARKET POSITIONING ANALYSIS (SPOS) 12
3 THE DERIVATION OF MARKET PENETRATION, MARKET DEVELOPMENT AND GROWTH
POTENTIALS 15
4 MANIFESTATIONS OF MARKETING, SALES AND CUSTOMER MANAGEMENT-FOCUSED
MARKETING MODELS AND THEIR INTEGRATION 22
REFERENCES 27
II STRATEGIC MARKETING, SALES AND CUSTOMER MANAGEMENT (B2B) 29
1 TRADITIONAL MARKETING STRATEGIES 33
1.1 BASIC OR STANDARD STRATEGIES OF MARKETING MANAGEMENT 33
1.2 MARKET EXPANSION STRATEGIES 34
1.3 COMPETITIVE STRATEGIES 34
1.4 MARKET SEGMENT STRATEGIES 37
1.5 USP AND CORE COMPETENCE STRATEGIES 39
1.6 POSITIONING STRATEGIES 41
1.7 GEOGRAPHICAL STRATEGIES 41
1.8 MARKETING PROGRAM STRATEGIES, SALES AND CUSTOMER PROGRAM
STRATEGIES 41
2 STRATEGY PROFILE DEVELOPMENT AND INTEGRATED MARKETING, SALES AND
CUSTOMER
STRATEGY MAP 42
3 THE INTEGRATED MARKETING, SALES AND CUSTOMER MANAGEMENT
SCORECARD 47
REFERENCES 49
III INTEGRATED PRODUCT, SERVICE AND PRODUCT DEVELOPMENT MANAGEMENT 51
1 IMPLEMENTATION OF INTEGRATED MARKETING, SALES AND CUSTOMER
MANAGEMENT 53
2 PRODUCT MANAGEMENT (PM) 58
2.1 PRODUCT PROGRAM MANAGEMENT 58
2.2 INDIVIDUAL PRODUCT AND PRODUCT DEVELOPMENT MANAGEMENT (PD)
(LEAD-USER-
ORIENTED PRODUCT DEVELOPMENT) 60
3 SERVICE MANAGEMENT 65
HTTP://D-NB.INFO/1059130629
VIII *
TABLE OF CONTENTS
4 INNOVATION MANAGEMENT AND INNOVATION SCORECARD 68
DEGRESSION 76
REFERENCES 77
IV INTEGRATED SALES, CUSTOMER ACQUISITION AND NEGOTIATION MANAGEMENT 79
1 SALES STRUCTURE IN THE CONTEXT OF MARKETING AND CUSTOMERS (MSC
MANAGEMENT) 83
2 CUSTOMER ACQUISITION AND ITS MULTI-FUNCTIONAL APPROACH 87
3 SALES PROCESSES AND THEIR OPTIMIZATION BASED ON KEY PERFORMANCE
INDICATORS 93
4 CROSS-CULTURAL NEGOTIATION 105
4.1 CORE CROSS-CULTURAL NEGOTIATIONS SKILLS 108
4.2 BRIDGING CULTURAL DIVIDES 118
4.3 TRAINING AND COACHING 123
4.4 JOB ENRICHMENT 124
4.5 REWARDS AND RECOGNITION 126
4.6 CROSS-CULTURAL NEGOTIATIONS AND KEY ACCOUNT MANAGEMENT 128
REFERENCES 131
V INTEGRATED CUSTOMER LOYALTY, CUSTOMER RELATIONS AND CUSTOMER RETENTION
MANAGEMENT (CRM) 133
1 HOLISTIC CRM - CUSTOMER RELATIONSHIP MANAGEMENT-APPROACH 137
2 INTEGRATED CUSTOMER SATISFACTION AND CUSTOMER LOYALTY MANAGEMENT 140
3 BUSINESS RELATIONSHIP MANAGEMENT AND INTERPERSONAL RELATIONSHIP
MANAGEMENT (CRM) 151
4 TEN DIMENSIONS OF CUSTOMER RETENTION AND THEIR CUSTOMER RETENTION
INSTRUMENTS AND TOOLS 156
5 THE CRM TOOL APPROACH 160
REFERENCES 165
VI INTEGRATED CUSTOMER DEVELOPMENT AND
KEY ACCOUNT MANAGEMENT (KAM) 167
1 MODERN AND SUSTAINABLE CUSTOMER DEVELOPMENT AND KEY ACCOUNT
MANAGEMENT (KAM) 171
2 SYSTEMATIZATION, CLASSIFICATION AND SELECTION OF KEY ACCOUNTS 175
3 KEY ACCOUNT CONCEPT DEVELOPMENT, KEY ACCOUNT STRATEGIES AND TASKS 179
4 KEY ACCOUNT MANAGEMENT ORGANIZATION, STRUCTURE, IMPLEMENTATION AND
PROCESSES 193
5 KAM QUALIFICATION, COACHING, ASSESSMENT AND LEADERSHIP PROGRAMS 200
REFERENCES 206
TABLE OF CONTENTS
IX
VII INTEGRATED FOCUS GROUP MANAGEMENT (FGM) AND MARKETING, SALES AND
CUSTOMER
SCORECARD MANAGEMENT 207
1 INTEGRATED FOCUS GROUP MANAGEMENT (FGM) 211
2 INTEGRATED MARKETING, SALES AND CUSTOMER MANAGEMENT SCORECARD
(INTEGRATED MSC SCORECARD MANAGEMENT) 217
REFERENCES 225
APPENDIX I: CHECKLIST FOR THE COLLABORATION OF MARKETING, SALES AND
CUSTOMER
MANAGEMENT 227
APPENDIX II: EXAMPLE OF A KAM ASSESSMENT QUESTIONNAIRE 231
BIBLIOGRAPHY 243
LIST OF FIGURES 246
INDEX 250
|
| any_adam_object | 1 |
| author | Hofmaier, Richard |
| author_GND | (DE-588)171422678 |
| author_facet | Hofmaier, Richard |
| author_role | aut |
| author_sort | Hofmaier, Richard |
| author_variant | r h rh |
| building | Verbundindex |
| bvnumber | BV042600440 |
| classification_rvk | QP 600 QP 620 |
| classification_tum | WIR 800f |
| ctrlnum | (OCoLC)911057121 (DE-599)BVBBV042600440 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-10T07:05:37Z |
| institution | BVB |
| isbn | 9783110410259 |
| language | German English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028033520 |
| oclc_num | 911057121 |
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| physical | IX, 251 S. graph. Darst. 240 mm x 170 mm |
| publishDate | 2015 |
| publishDateSearch | 2015 |
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| publisher | De Gruyter Oldenbourg |
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| spelling | Hofmaier, Richard Verfasser (DE-588)171422678 aut Integriertes Marketing-, Vertriebs- und Kundenmanagement Marketing, sales and customer management (MSC) an integrated overall B2B management approach Richard Hofmaier Berlin ; Munich [u.a.] De Gruyter Oldenbourg 2015 IX, 251 S. graph. Darst. 240 mm x 170 mm txt rdacontent n rdamedia nc rdacarrier Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Integriertes Management (DE-588)4346301-0 gnd rswk-swf Vertrieb (DE-588)4127117-8 gnd rswk-swf Business-to-Business-Marketing (DE-588)4631075-7 s Kundenorientierung (DE-588)4316837-1 s Beziehungsmanagement (DE-588)4326109-7 s Integriertes Management (DE-588)4346301-0 s DE-604 Marketing (DE-588)4037589-4 s Vertrieb (DE-588)4127117-8 s Kundenmanagement (DE-588)4236865-0 s Erscheint auch als Online-Ausgabe, PDF 978-3-11-041026-6 Erscheint auch als Online-Ausgabe, EPUB 978-3-11-041255-0 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028033520&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hofmaier, Richard Marketing, sales and customer management (MSC) an integrated overall B2B management approach Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Kundenorientierung (DE-588)4316837-1 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Integriertes Management (DE-588)4346301-0 gnd Vertrieb (DE-588)4127117-8 gnd |
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| title | Marketing, sales and customer management (MSC) an integrated overall B2B management approach |
| title_alt | Integriertes Marketing-, Vertriebs- und Kundenmanagement |
| title_auth | Marketing, sales and customer management (MSC) an integrated overall B2B management approach |
| title_exact_search | Marketing, sales and customer management (MSC) an integrated overall B2B management approach |
| title_full | Marketing, sales and customer management (MSC) an integrated overall B2B management approach Richard Hofmaier |
| title_fullStr | Marketing, sales and customer management (MSC) an integrated overall B2B management approach Richard Hofmaier |
| title_full_unstemmed | Marketing, sales and customer management (MSC) an integrated overall B2B management approach Richard Hofmaier |
| title_short | Marketing, sales and customer management (MSC) |
| title_sort | marketing sales and customer management msc an integrated overall b2b management approach |
| title_sub | an integrated overall B2B management approach |
| topic | Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd Business-to-Business-Marketing (DE-588)4631075-7 gnd Kundenorientierung (DE-588)4316837-1 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Integriertes Management (DE-588)4346301-0 gnd Vertrieb (DE-588)4127117-8 gnd |
| topic_facet | Kundenmanagement Marketing Business-to-Business-Marketing Kundenorientierung Beziehungsmanagement Integriertes Management Vertrieb |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028033520&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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