Marketing, Sales and Customer Management (MSC)

Preface

This book introduces a modern and future-oriented marketing approach for national and international small, medium-sized and large enterprises in all business-to-business (B2B) industries, which includes the necessary explicit integration of marketing, sales and customer management (MSC).

The relevant integrative analysis and strategy methods are presented herein, as well as the derived programs, measures and tasks of an integrated marketing, sales and customer management – integrated in a holistic context and frame of reference. In addition, there is the detailed discussion of operational policies and tools in terms of their specific use, control, feedback and continuous improvement. Thus, a long-term, sustainable and successful application ...