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Marketing and implementing large-volume orders and major projects
calls for specific types of expertise. This textbook deals with all
of the management tasks involved: order management, inquiry
evaluation and proposal preparation, pricing and revenue planning,
order financing and financial engineering, contract management,
negotiation management, project management, and finally project
cooperation. Adopting a cross-sector perspective, it examines both
traditional manufacturing industries and business-to-business
services. All contributions are presented in an accessible style,
making the book well-suited as both a managerial textbook and
valuable practical guide.
This textbook gives a comprehensive overview of the key
principles of business marketing. The reader will be introduced
into methods and theories in order to understand business markets
and marketing better. Not only are the principles of business
marketing addressed, but also deep knowledge of organizational
buying and market research on business markets. The book sets the
stage for developing marketing programs for business markets in
their different facets.
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.
Marketing and implementing large-volume orders and major projects
calls for specific types of expertise. This textbook deals with all
of the management tasks involved: order management, inquiry
evaluation and proposal preparation, pricing and revenue planning,
order financing and financial engineering, contract management,
negotiation management, project management, and finally project
cooperation. Adopting a cross-sector perspective, it examines both
traditional manufacturing industries and business-to-business
services. All contributions are presented in an accessible style,
making the book well-suited as both a managerial textbook and
valuable practical guide.
This textbook gives a comprehensive overview of the key principles
of business marketing. The reader will be introduced into methods
and theories in order to understand business markets and marketing
better. Not only are the principles of business marketing
addressed, but also deep knowledge of organizational buying and
market research on business markets. The book sets the stage for
developing marketing programs for business markets in their
different facets.
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.
Geschaftsbeziehungsmanagement, Key Account-Management und
Kundenorientierung sind aus der modernen Unternehmensfuhrung nicht
mehr wegzudenken. In diesem Werk werden die eingesetzten Konzepte,
Methoden und Instrumente besonders fur den
Business-to-Business-Bereich vertieft. Sie eignen sich fur
klassische Industriebranchen genauso wie fur den industriellen
Dienstleistungsbereich. In der 2. Auflage wurden alle Beitrage
grundlegend uberarbeitet und erganzt. Die Neuauflage tragt damit
sowohl den neueren Entwicklungen in der Praxis als auch den
reichhaltigen Forschungsergebnissen der letzten Jahre Rechnung. Neu
sind Kapitel zu strategischen Aspekten in Geschaftsbeziehungen und
zum Customer Relationship Management (CRM).
Ingmar Geiger prasentiert ein Totalmodell, das sich mit der Wirkung
von Verhandlungsmacht auf die Verhandlungsinteraktion und
-ergebnisse in Einzeltransaktion und Geschaftsbeziehung
auseinandersetzt. Die so generierten Hypothesen werden in einem
sehr aufwandigen experimentell-empirischen Verfahren uberpruft und
konnen grosstenteils bestatigt werden."
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