The fundamentals of business-to-business sales & marketing

John M. Coe

254 pages, parution le 30/09/2003

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Résumé

B2B sales and marketing executives have been hard-hit by increasing sales demands, plummeting budgets, and highly touted techniques that promise more than they deliver. The Fundamentals of Business-to-Business Sales & Marketing shows executives how to integrate traditional B2B selling methods with effective and proven new technologies.

Covering database marketing, microclustering, accurate ROI measurement, and more, this no-nonsense book provides a dynamic, hands-on approach for selling more while spending less, and meeting today's relentless revenue and margin demands.

Why is it so though to sell today ?
The new sales coverage model
The start : profiling and targeting the market
Segmentation for communications
Redesigning the inquiry-generation process
High-yield lead qualification
Sales conversion
Up-selling / Cross-selling and creating customer loyalty
Campaign planning and execution
Hox to build your company's database
How to measure the results that will sell management
Resource directory
Index

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	John M. Coe
Parution	30/09/2003
Nb. de pages	254
Format	16 x 23,5
Couverture	Relié
Poids	505g
Intérieur	Noir et Blanc
EAN13	9780071408790
ISBN13	978-0-07-140879-0