Bogen gennemgår centrale teorier og metoder inden for business-to-business markedsføring med fokus på, hvordan professionelle købere træffer beslutninger, og hvordan leverandørvirksomheder kan opbygge og vedligeholde langsigtede kunderelationer. Den beskriver analyse af erhvervsmarkeder, målgrupper og segmenter, valg af distributionskanaler, prisstrategier samt brug af personlig salg, messer og andre professionelle kommunikationskanaler. Egner sig til studerende på videregående uddannelser og til praktikere i virksomheder, der arbejder med salg og marketing til andre virksomheder. Type: Hardcover Faglitterær bog om business-to-business markedsføring skrevet af Claus Due. Bogen behandler, hvordan virksomheder markedsfører produkter og services til andre virksomheder frem for til private forbrugere. Den fokuserer typisk på emner som relationsmarkedsføring, segmentering af erhvervskunder, b
Denne bog handler om, hvordan man som rådgiver får salg til at fungere i dagligdagen uden at gå på kompromis med sin faglighed. Formålet er at vise, hvordan salg på en naturlig og effektiv måde kan integreres i hverdagen med kunderne, således at salg bliver både nemmere og sjovere. Kunderne vil komme til at opleve din rådgivning og dit salg som både troværdigt og værdifuldt. Type: Paperback
CRM - Implementering af kundeorienteret ledelse giver på en overskuelig måde en beskrivelse af, hvad CRM er, og hvordan man kan bruge CRM til at opnå konkrete resultater. Bogen er bygget op med en række cases, der understøtter de teoretiske kapitler. Vi ser nærmere på, hvad der skal arbejdes med i en CRM-strategi. Der skal for eksempel udarbejdes en overordnet kundestrategi, og processer og teknologier skal bringes på et niveau, så de understøtter og styrker denne strategi. Samtidig skal virksomhedens kultur og ledelsesstil harmonere med den valgte strategi. Herved får virksomheden mulighed for at behandle hver enkelt kunde individuelt og får overblik over, hvordan kundens behov udvikler sig. Bogen viser, hvordan en række danske og internationale virksomheder har valgt at arbejde med implementering af CRM. Det drejer sig om: Tryg-Baltica, Unibank Erhverv, SIS international, Dell.com, Ora
Summary: Inside the Customer Universe reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice towards understanding customers as 'multi-individuals' and hence solving current confusions surrounding customer behaviour.Inside the Customer Universe's easy to implement tools, models and strategies provide the reader with the ability to create stable and sustainable customer understanding and, ther Titel: Inside the customer universe : How to build unique customer insight for profitable growth and market leadership Forfattere: Henrik Andersen,Thomas Ritter Genre: Faglitteratur Sammendrag: Inside the Customer Universe reveals how an organization can get ahead of the game by focusing its strategy
THE MARKET-PROVEN PRINCIPLES OF SOLUTION SELLING FOR TODAY'S HIGH-SPEED, HIGHER-PRESSURE SALES ENVIRONMENT The long-awaited sequel to Solution Selling, one of history's most popular selling guides Nearly 10 years ago, the influential bestseller Solution Selling literally rewrote the rules for selling big-ticket, long-cycle products. The New Solution Selling expands the classic text's cases, examples, and situations and sharpens its focus on streamlining the sales process to achieve greater success in fewer steps and a shorter time frame. Much in sales has changed in the past decade, and The New Solution Selling incorporates those changes into an integrated, tailored approach for improving both individual productivity and organizational return on investment. Written to enhance the results and careers of sales pros and managers in virtually any industry, this performance-focused book featu
The challenges confronting sales executives have never been so varied and intense. Sales Growth: Insights from leading sales executives examines some of the most important issues affecting today’s sales leaders. Based on the experiences of more than 100 of the most successful sales executives from around the world, McKinsey & Company’s sales experts have created a clear and coherent blueprint for sales growth today. Using dozens of real-life examples, the authors illustrate how these sales executives met the challenges that large global companies encounter in their quest for growth. From generating new leads to selling the way customers want to developing sales talent and capabilities, this book provides ideas that all sales leaders can use. Type: Hardcover
In today’s competitive global markets, simply making a great product is not enough. To achieve profitable growth and stand out among competitors, you must start to strategically compete through service and innovative solutions for business customers. Professors Christian Kowalkowski and Wolfgang Ulaga guide you how to shift your business from a goods-centric to a service-savvy model. The authors’ proprietary twelve-step roadmap to profitable service growth will help you break out of a narrow product-centric logic and discover how to · determine if your company is “fit-for-service,” · make the most of your existing services, · innovate and create value-added services and customer solutions beyond your products, · embed a true service-centric culture in your organization, · drive change and align your service strategy with corporate goals, · transform your product-centric sales force into
