Marketing, Sales and Customer Management (MSC)

I The holistic marketing, sales and customer management approach (B2B)

1 The holistic framework and segmentation approach

This first chapter starts by discussing the holistically integrated marketing, sales and customer management (MSC) approach in the overall context (see Fig. 1). This describes the general approach of MSC management in a B2B business. Through overlapping steps, the approach presents the respective sequence of the corresponding task priorities and processes.

The first step (Ia) is to analyse the initial actual company or business situation (“DNA” Analysis), which mainly includes an analysis of its own core competence and strengths ...