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 d...

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