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Full Description
In a series of richly detailed case studies, the authors paint vivid portraits of B2B organizations wrestling with front--burner issues such as channel complexity, customer valuation, account development, sales force automation, knowledge--based selling, and new modes of compensation. They squarely tackle the question of how much technology is too much, arguing that one shouldna t ask "How can you use technology to automate a relationship?" but rather, "How can you use technology to strengthen a relationship and make it more valuable over time?" In One to One B2B, readers will discover the critical role that a "learning relationship" plays in developing new and existing customers to their fullest potential, as well as strategies designed specifically to unlock higher levels of profitability, ensure client loyalty, and fight margin erosion in the face of intense global competition. The result is an indispensable handbook on how to create and develop business--to--business sales and marketing techniques successfully in the bump and grind of the real world.
Contents
Acknowledgements Foreword, by Geoffrey Moore Chapter 1The Once and Future Business Strategy Chapter 2: The Real Economy Chapter 3: Dell: The Automated Relationship Chapter 4: Bentley Systems: Preaching to the Choir Chapter 5: Convergys: Racing for the Best Clients Chapter 6: Novartis CP: Rediscovering the Customer Chapter 7: Lifeway: A sense of Mission Chapter 8: Virtual B2B Chapter 9: Return to the Future Endnotes Recommended Reading Index