Performance Excellence in Marketing, Sales and Pricing

Leveraging Change, Lean and Innovation Management

AvMarc Helmold

Inbunden, Engelska, 2022

Del i serien Management for Professionals

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2022-09-07
Mått:155 x 235 x 22 mm
Vikt:623 g
Format:Inbunden
Språk:Engelska
Serie:Management for Professionals
Antal sidor:271
Förlag:Springer International Publishing AG
ISBN:9783031100963

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Mer om författaren

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.

Innehållsförteckning

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.