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Per Andersson, Björn Axelsson, Christopher Rosenqvist - Organizing Marketing and Sales, Häftad

Häftad, Engelska, 2020

Organizing Marketing and Sales

Mastering Contemporary B2B Challenges

Av Per Andersson, Björn Axelsson, Christopher Rosenqvist

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Beskrivning
The prerequisites for efficient and effective marketing and sales organizing have changed. Continued internationalization and richer access to information means that both customer firms and suppliers cover greater geographical space, and they have generally become more coordinated and sophisticated. Increased competence and maturity among customer firms has changed how those firms relate to their suppliers. Accordingly, there has been increased attention to how business relations can enhance value-creation. This introduces a whole new set of organizational challenges for marketing and sales. Organizing Marketing and Sales addresses a number of themes related to this development, both empirically and conceptually. It offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms, and it also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.
Produktinformation
  • Utgivningsdatum: 2020-05-15
  • Mått: 165 x 240 x 20 mm
  • Vikt: 590 g
  • Format: Häftad
  • Språk: Engelska
  • Antal sidor: 368
  • Förlag: Emerald Publishing Limited
  • ISBN: 9781787549715
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Recensioner i media

Marketing and economics scholars from Europe provide 18 essays on the organization of marketing and sales, emphasizing the ideas that sales and marketing are about organizing and that business firms are gradually moving toward the solutions business. They address contemporary developments and challenges in sales organizations, the challenges a multinational and multiproduct firm may need to address, using the case study of ABB Robotics, and key texts in the field of marketing organization, then value-based sales, organizing sales and marketing during a process in which a firm has moved from product to solution-oriented sales, the challenges of a change value logic in the managing of the business-to-business sales process, and the balance between structure and people. Subsequent sections consider organizing interactions with customers, including developments in purchasing organization, interfaces between suppliers and customers, and customer relationship management (CRM) systems and tools; organizing for business development and extended customer offerings, including technology transfer and implications for changes in interaction parties and interaction patterns, barriers and enablers to creating sustainable business solutions, and problems for a supplier and combining two or more differing business logics; and new perspectives on marketing organizing processes, including omni-channel retailing and post-human marketers, the role of the market system, and the role of marketing and sales.

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