Performance Excellence in Marketing, Sales...

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Beschreibung

The increasing interconnection and the unlimited exchange of data and information has led to a maximized transparency of globally offered and sold products and services. The desires, needs and wants of the consumer are the critical issues today in creating new or offering existing products and services. This book outlines successful marketing and sales strategies with a clear focus on practical relevance. It provides a systematic overview and description of selling, pricing and negotiation concepts which enable the reader to apply the best-case scenario in their company. Tools such as the marketing mix or marketing strategies are well explained for practical application in industry. The book also integrates elements of change, lean and innovation management as drivers for performance excellence.
Featuring industry case studies, this book is a practical guide for marketing professionals, academics and policy makers to enable enterprises to achieve long-term competitive advantages through best-in-class marketing, sales and pricing activities.

Über den Autor

Marc Helmold is full-time Professor at the IU International University of applied Sciences at the campus in Berlin (Germany). He teaches Bachelor, Master and M.B.A. students in lean management, sales, pricing and (total) revenue management. In parallel, he owns the consultancy MaHeLeanCon and supports international transactions and market entry strategies.

Zusammenfassung

Provides a systematic overview and description of selling, pricing and negotiations

Features industry case studies at the end of each chapter

Integrates elements change, lean and innovation management as driver for performance excellence

Inhaltsverzeichnis

Chapter 1: Marketing, Sales and Pricing: Introduction.- Chapter 2: Marketing Management as Part of the Corporate Strategy.- Chapter 3: Marketing Concepts.- Chapter 4: B2B and B2C Marketing.- Chapter 5: Sales Management.- Chapter 6: Economic Pricing, 3C-Pricing and Cost-Estimation Concepts.- Chapter 7: Value-based and Cost based Pricing Concepts.- Chapter 8: Service Marketing and Service Sales Management.- Chapter 9: Marketing-Mix.- Chapter 10: Market Segmentation, Targeting, Differentiation and Positioning.- Chapter 11: Direct and Indirect Marketing, Sales Promotion, and Public Relations.- Chapter 12: Selling Concepts.- Chapter 13: Pricing Strategies and Discount Policy.- Chapter 14: Sales Channels and Sales Partners.- Chapter 15: Innovation Management and New Product Launches.- Chapter 16: International Marketing and Sales.- Chapter 17: Market Research.- Chapter 18: Supply Chain Management and Distribution Channels.- Chapter 19: Promotion and Advertising Strategies.- Chapter 20: LeanManagement and Pull as Part of the Marketing Strategy.- Chapter 21: Change Management for Marketing and Sales Activities.- Chapter 22: Artificial Intelligence (AI) and Cyber Tools in Marketing and Sales.- Chapter 23: Sales Management Negotiations.- Chapter 24: Outlook 2030 for Marketing and Sales.

Details

Erscheinungsjahr:	2022
Fachbereich:	Werbung & Marketing
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Buch
Inhalt:	xxx 271 S. 1 s/w Illustr. 112 farbige Illustr. 271 p. 113 illus. 112 illus. in color.
ISBN-13:	9783031100963
ISBN-10:	3031100964
Sprache:	Englisch
Einband:	Gebunden
Autor:	Helmold, Marc
Auflage:	1st edition 2022
Hersteller:	Springer International Publishing
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	241 x 160 x 22 mm
Von/Mit:	Marc Helmold
Erscheinungsdatum:	07.09.2022
Gewicht:	0,623 kg

Artikel-ID: 121952190