List of Figures

Fig. 1: Framework of a holistic marketing, sales and customer management approach (B2B) (© Prof. Dr. R. Hofmaier).
Fig. 2: Stages of systematic market segmentation and possibilities of business development based on “path” potentials (© Prof. Dr. R. Hofmaier).
Fig. 3: (Detailed) market segmentation based on the analysis of key success factors (KSFs)/ critical success factors (CSFs) (© Prof. Dr. R. Hofmaier).
Fig. 4: Segment-based positioning analysis (SPOS) to derive opportunities for improvement (© Prof. Dr. R. Hofmaier).
Fig. 5: The “Eight-section potential matrix” or site strategy (business development) matrix (for B2B companies) (© Prof. Dr. R. Hofmaier).
Fig. 6: SWOT matrix (strengths – weaknesses/opportunities ...

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