Strategisches Business To Business Marketing
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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.
Business Relationship Management And Marketing
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Author : Michael Kleinaltenkamp
language : en
Publisher: Springer
Release Date : 2014-09-30
Business Relationship Management And Marketing written by Michael Kleinaltenkamp and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-30 with Business & Economics categories.
Relationship management, key account management and customer orientation are concepts that have become central to modern management. This book is dedicated to illustrating and reflecting these concepts and their corresponding methods and instruments in depth. It is thereby focused on the business-to-business realm and equally applies to traditional industrial markets as well as to business-to-business services. Contributions include state-of-the-art research results that are conveyed in a comprehensible fashion to be applied in both executive education as well as in practice.
Strategic International Marketing
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Author : Hans G. Meissner
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Strategic International Marketing written by Hans G. Meissner and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.
Strategisches Business To Business Marketing
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Author : Michael Kleinaltenkamp
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-11
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 2013-03-11 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. Die zweite Auflage wurde aktualisiert und korrigiert.
Key Account Management In Business To Business Markets
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Author : Stefan Wengler
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-11-06
Key Account Management In Business To Business Markets written by Stefan Wengler and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-11-06 with Business & Economics categories.
Stefan Wengler provides a well founded answer to the question of the economic value and shows the need for the implementation of key account management. He presents a comprehensive, but easy-to-handle decision-making model that supports the decision on the most efficient key account management organization for individual companies. In addition, he gives a comprehensive overview on the key account management conception and its controlling tools.
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.
Strategic Shifts Between Business Types
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Author : Katrin Susanne Mühlfeld
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Strategic Shifts Between Business Types written by Katrin Susanne Mühlfeld and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
Katrin Mühlfeld analyzes motivations and conditions for strategic changes of market offerings which can be interpreted as shifts between different business types. Transaction cost economics provide the main theoretical foundations while additional reference is made to Austrian economics and research on power-dependence relations.
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.
Neuromarketing In The B To B Sector Importance Potential And Its Implications For Brand Management
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Author : Friedrich Gentner
language : en
Publisher: Diplomica Verlag
Release Date : 2012-02
Neuromarketing In The B To B Sector Importance Potential And Its Implications For Brand Management written by Friedrich Gentner and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02 with Business & Economics categories.
Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies. In his preface to "B-to-B-Markenfhrung", Klaus Backhaus states: "Effektive und effiziente Markenpolitik ist in der Praxis des Business-to-Business-Marketing immer noch ein Stiefkind, auch wenn mittlerweile eine Reihe von wissenschaftlichen Ver”ffentlichungen bis hin zu Lehrbchern zur Markenpolitik in diesem Bereich vorliegt. Einer der wesentlichen Grnde hierfr liegt sicherlich darin, dass der Business-to-Business-Bereich stark durch Personen mit einer technischen bzw. ingenieurwissenschaftlichen Ausbildung gepr„gt ist, die fr ?intangible assets?, wie sie die Marke darstellt, erfahrungsgem„á weniger Aufmerksamkeit aufbringen.". Even though the purchase decision is made by the "Buying Center" in the B-to-B market, the assumption prevails that the findings from Neuromarketing can still be applied because this group consists of human beings as well. This book will consider the findings taken from Neuromarketing in the light of particular instances of B-to-B-Marketing. The question will be raised as to why and to what extent Neuromarketing is relevant for brand management in B-to-B-Marketing. The possibilities arising from this comparison will only be presented as examples and do not claim to be complete. An example from the Corporate Communication Sector at Siemens will be taken to display the application.
Strategic Marketing
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Author : Torsten Tomczak
language : en
Publisher: Springer
Release Date : 2017-09-15
Strategic Marketing written by Torsten Tomczak and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-15 with Business & Economics categories.
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.