Kunden kaufen weder Dienstleistungen noch Produkte, sondern sie kaufen den Nutzen, den diese mit sich bringen. Dieser Schnellkurs bietet Erkenntnisse und Anregungen für mehr Erfolg im Verkauf und bessere Verkaufsergebnisse: Verkaufsziele Zielgruppe Kundengespräch Produktnutzen Kundeneinwände Kaufabschluss
Der internationale Lehrbuchklassiker zum prüfungs- und berufsvorbereitenden Lernen für Studierende im BWL-Pflichtfach Marketing für Bachelor-Master-Studiengänge! Schritt für Schritt werden die Prozesse der Marketingplanung aus der Sicht des Marketingexperten erläutert, der als Professor und Direktor der Cranfield School of Marketing in Oxford gelehrt und als Marketingdirektor und Consultant in großen Unternehmen gearbeitet hat.
A step-by-step guide through market segmentation.
Benefit from clear and concise guidance to the benefits of rigorous marketing planning, demonstrating how to produce a marketing plan which works in the real world.
This book offers marketers a new and unique approach to solving problems and making decisions. One hundred sample matrices, each designed to reflect a particular business situation, help marketers get back to basics by boiling down every complex marketing problem into key issues, ready for decision making. When put to work, the matrices help simplify marketing problems, set priorities, decide objectives, calculate risks, evaluate opportunities, and much more.Organized into ten sections for quick and effective decision making, the matrices explore strategic issues, organizational issues, products & services, customer research, sales and pricing, advertising and promotion, distribution and customer service, and international marketing.This book includes "classic" matrices, such as Boston Consulting Group and Ansaff, as well as several new matrices devised by the authors. Malcolm McDonald and John Leppard have created a book that will stimulate creativity, prompt ideas, and forge new avenues of thought for practical decision making.
Introduction to Building a Financially-driven Value Proposition How Financially Quantified Value Propositions Will Make You Richer Quantifying the Emotional Element of Value Propositions What Exactly is a Financially Quantified Value Proposition? An Overview of the Process - Where to Start with Quantifiable Value Propositions Why it is Critical to Understand How Key Buying Decisions are Made For Which Key Accounts Should Value Propositions Be Developed? For Which Segments Should Value Propositions Be Developed?How to Identify Your Customers' Needs Before Creating a Value Proposition Understanding the Needs of Customer Segments to Quantify Your Value Proposition Determining Your Own Asset Base and Capabilities Before Creating a Value Proposition Creating and Financially Quantifying Your Value Proposition Delivering and Communicating Value (Des Evans, Man Truck and Bus UK Ltd) Developing and Presenting Value Propositions that Resonate with Customers (Todd Snelgrove, SKF) Value-Celling and How to Maximise Value-Creation in Supply Chains (Mark Davies, Segment Pulse Ltd) Financial Analysis, Value Quantification Tools and Financial Dashboards A Step-by-Step Summary of the Value Proposition Process
Transform your business by improving customer experience across the entire end-to-end value chain with this practical guide, including 100 tips and case studies from brands like Amazon, AirBnB and Uber.
"Explores common attacks and vulnerabilities that web developers need to look out for. The first half of the book describes security concepts every developer should know ; the second half delves into individual vulnerabilities, such as SQL injection and cross-site scripting, offering real-world examples and code samples"