Handbuch Business To Business Marketing
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Handbook On Business To Business Marketing
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Author : Gary L. Lilien
language : en
Publisher: Edward Elgar Publishing
Release Date : 2012-01-01
Handbook On Business To Business Marketing written by Gary L. Lilien and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-01 with Business & Economics categories.
This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations Ð from businesses to government agencies to not-for-profit organizations Ð and the many individuals within them. Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn StateÕs Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.
Handbuch Business To Business Marketing
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Author : Klaus Backhaus
language : de
Publisher: Springer-Verlag
Release Date : 2015-06-17
Handbuch Business To Business Marketing written by Klaus Backhaus and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-17 with Business & Economics categories.
Die zunehmende weltweite Angleichung industrieller Produkte und Dienstleistungen hat dazu geführt, dass die Kernidee des Marketing, die Suche nach relevanten Wettbewerbsvorteilen, auch in technologiegetriebenen Industrieunternehmen immer stärker in den Vordergrund rückt. Klaus Backhaus und Markus Voeth greifen diese Entwicklung im „Handbuch Business-to-Business Marketing“ auf und dokumentieren den aktuellen Erkenntnisstand in Theorie und Praxis. Renommierte Wissenschaftler nehmen in 30 Beiträgen Stellung zu: - Der Industrielle Kunde als Analyseobjekt - Geschäftsmodelle und Marketing-Strategien - Marketing-Instrumente (Produktpolitik, Kommunikationspolitik, Vertriebspolitik, Preispolitik) - Industriegütermarketing-Controlling Neu in der 2. Auflage Um ein hohes Maß an Aktualität zu schaffen, wurden den aktuellen Entwicklungen durch eine veränderte Struktur und durch neue Beiträge Rechnung getragen. Jedes Marketing-Instrument erhält einen Überblick, um dann einige Spezialitäten in ausgesuchten Beiträgen zu beleuchten. Da Fragestellungen des Industriegütermarketing inzwischen zumeist unter dem Begriff Business-to-Business Marketing diskutiert werden, wurde auch der Titel entsprechend angepasst. Alle aus der 1. Auflage „Handbuch Industriegütermarketing“ übernommenen Beiträge wurden schließlich vollständig überarbeitet.
Business To Business Marketing
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Author : Waldemar A. Pförtsch
language : de
Publisher:
Release Date : 2013
Business To Business Marketing written by Waldemar A. Pförtsch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
Business To Business Marketing Management
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Author : Mark S. Glynn
language : en
Publisher: Emerald Group Publishing
Release Date : 2012-04-04
Business To Business Marketing Management written by Mark S. Glynn and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-04 with Business & Economics categories.
This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.
Business Marketing Management B2b
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Author : MICHAEL;SPEH HUTT (THOMAS.)
language : en
Publisher:
Release Date : 2016
Business Marketing Management B2b written by MICHAEL;SPEH HUTT (THOMAS.) and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Electronic books categories.
Handbuch Marketing Controlling
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Author : Christopher Zerres
language : de
Publisher: Springer-Verlag
Release Date : 2005-12-27
Handbuch Marketing Controlling written by Christopher Zerres and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-12-27 with Business & Economics categories.
Ein effizientes Marketing gilt heute in den meisten Unternehmen als die entscheidende Erfolgsursache. Gleichzeitig stellt ein umfassendes Controlling – gerade auch in Zeiten stagnierender Märkte – das wichtigste betriebliche Steuerungsinstrument dar. Ziel dieses Handbuchs ist es, Managern in leitenden Funktionen von Unternehmen und Organisationen einen fundierten Überblick über diesen erfolgsrelevanten Bereich zu vermitteln. Das Buch behandelt Aspekte des strategischen und des operativen Marketing-Controllings sowie wichtige Fragen der Implementierung des Controllings. Die vorliegende dritte Auflage zeichnet sich durch hohe Fachkompetenz, große Aktualität und eine äußerst stringente und gleichzeitig komprimierte Form aus.
Business To Business Marketing
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Author : Werner Pepels
language : de
Publisher:
Release Date : 1999
Business To Business Marketing written by Werner Pepels and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with categories.
Serving The Customer
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Author : Thomas Aichner
language : en
Publisher: Springer Nature
Release Date : 2023-01-01
Serving The Customer written by Thomas Aichner and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-01 with Business & Economics categories.
This book examines key aspects of selling and the sale of goods and services in B2C and B2B. Renowned scholars and practitioners contributed their expertise with a wide range of articles about how to serve customers and the role of selling and sales. Their research results and practical experiences can be used as a basis for further research as well as implemented by small, medium-sized and globally operating companies. The 13 chapters are organized in four parts, starting with (I) value creation and selling services, followed by (II) business negotiations and sales in B2B, (III) using technology and innovation to increase sales and study consumers, and finishing with two chapters about sales competencies on the one hand and a critical piece about consumption on the other hand under (IV) selling more or consuming less?The European perspective adopted in the book provides both international researchers and entrepreneurs, as well as those already working in Europe, with a better understanding of the market and the dynamics in the consumer and business sectors. Excerpt from the content The meaning of value creation and value-in-use in selling services The vital role of pricing, customer participation, and the responsibilities of front-line employees How to negotiate the sale in B2B and purchase of three distinct types of business services How, why, and under which circumstances retailers are considering machine learning forecasting methods to increase sales Proposal for an autonomous consumer business, which is about fully automating transactions between a seller and a buyer How the Net Promoter Score works and why it can be both beneficial but also viewed skeptically Which specific competencies sales professionals must possess to succeed and sell well The downsides and threats of our economic system with a single-minded focus on the growth of sales or revenues
B2b Marketing Essential
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Author : Uwe Seebacher
language : en
Publisher:
Release Date : 2020-10-09
B2b Marketing Essential written by Uwe Seebacher and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-09 with categories.
This is the English version of the Springer Publishing Bestseller "B2B Marketing Essential" which was originally published in German language. In the meanwhile this book has been published in six different languages. This book brings the current state of experience and knowledge in B2B marketing to the point. Based on current examples from the industry, the reader learns how, in the conservative environment of the industry, marketing and its significance can be raised to a new level that is decisive for sustainable corporate success. The author's marketing maturity model is used to explain how an industrial goods marketing manager can proactively shape the development of his marketing team. This makes it possible to develop the marketing department, regardless of its size and budget, from an unnoticed and often smiled cost driver to a key driver of sales and sales success that is strategically positioned within the company and involved in all important decisions.
Strategisches Business To Business Marketing
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Author : Michael Kleinaltenkamp
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-13
Strategisches Business To Business Marketing written by Michael Kleinaltenkamp and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-13 with Technology & Engineering categories.
Die richtige Strategie entscheidet über den Erfolg im Business-to-Business Marketing. Sehr kompetent werden hier die Elemente beschrieben, das Buch ist eine notwendige Ergänzung zu den Grundlagenwerken und sollte eigentlich zur Pflichtlektüre jedes Marketingleiters gehören. Nur wer diese Hinweise langfristig berücksichtigt, der wird im Wettbewerb die Mitbewerber hinter sich lassen.