Marketing, Sales and Customer Management (MSC)

Introduction

In this book, an innovative and sustainable overall marketing, sales and customer management (MSC) approach is introduced, which has become especially important for national and international business-to-business markets (B2B markets) in recent years and will claim its “position” for B2B companies in the near future: the so-called integrated marketing, sales and customer management approach (holistic customer orientation).

The individual parts, beginning with the introduction of the holistic frame of reference of this marketing, sales and customer management (MSC) approach or management concept, will first present the necessary B2B analyses as well as the derivation of multi-stage growth potential (Part I), which generally arise ...