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Marketing, Sales and Customer Management (MSC) by Richard Hofmaier

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IV Integrated sales, customer acquisition and negotiation management

Integrated MSC management must now determine and incorporate the appropriate sales approach. This can be divided into sales structure, sales process (including multi-stage acquisition steps) and negotiation approaches. First, we will discuss the overall sales approach with its different distribution channels and organs according to respective customer types and kinds of customers (sales structure) (see Fig. 33), before we then focus on multimedia customer acquisition approach and sales finetuning based on select sales processes with respective “optimization” key figures. Finally, ...

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