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

• Superior document: Title is part of eBook package: De Gruyter DG Plus eBook-Package 2015
• VerfasserIn: Hofmaier, Richard,
• Place / Publishing House: München ;, Wien : : De Gruyter Oldenbourg, , [2015]; ©2015
• Year of Publication: 2015
• Language: English
• Physical Description: 1 online resource (251 p.)

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.

Table of 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