One to One, B2B

Beschreibung

"Information technology is changing the way businesses manage sales forces and customers. [Managers] now carry a laptop and links to some very expensive data systems. As firms incur these expenditures, they need a guiding philosophy. This book lays out, clearly and passionately, a vision for B2B customer relationship management systems." JON DEIGHTON, THE HAROLD M. BRIERLEY, PROFESSOR OF BUSINESS ADMINISTRATION, HARVARD BUSINESS SCHOOL PRAISE FOR THE ONE TO ONE FIELDBOOK "If your company is launching a customer-focused strategy, give this book to all of your transition players - it sets the agenda." FORTUNE PRAISE FOR ENTERPRISE ONE TO ONE "Five Stars!" THE WALL STREET JOURNAL "Look no further. a practical business model for operating in an online interactive world." MARTIN NISENHOLTZ, PRESIDENT, THE NEW YORK TIMES ELECTRONIC MEDIA COMPANY PRAISE FOR THE ONE TO ONE FUTURE "Book of the Year." TOM PETERS "Unusual insight into how marketers can serve each other and every customer." REGIS MCKENNA, AUTHOR, CONSULTANT, REGIS MCKENNA, INC.
In dem weiten Feld des B2B-Commerce stehen und fallen Unternehmen mit ihrer Fähigkeit, 1:1-Beziehungen zu pflegen. Anhand einer Reihe ausführlicher Fallstudien zeichnen die Marketinggurus Don Peppers und Martha Rogers lebendige Porträts von B2B-Unternehmen, die mit wichtigen Kernproblemen kämpfen, wie z.B. der Komplexität der Vertriebskanäle, der Kundenbewertung, Kundenakquisition und Automatisierung der Absatzorganisation. Darüber hinaus gehen sie der Frage nach, wieviel Technologie wirklich notwendig ist, und wie man Technologie zur Stärkung von Geschäftsbeziehungen einsetzt, um diese auf Zeit wertvoller zu machen. "One to One, B2B" erklärt, wie wichtig eine "lernende Beziehung" für die Akquisition von Neukunden und die Pflege bestehender Kundenbeziehungen ist. Das Buch präsentiert Strategien, die speziell darauf ausgerichtet sind, ein höheres Niveau an Profitabilität zu erzielen, Kundentreue zu sichern und einer Verringerung der Gewinnspanne durch den harten internationalen Wettbewerb entgegenzuwirken. Dieser Ratgeber zeigt Ihnen, wie sie den B2B-Bereich auf- und ausbauen und erläutert erfolgreiche Marketingtechniken, um im rauhen Wettbewerbsklima bestehen zu können. Ein unentbehrlicher Leitfaden für die Praxis!

Autor*in

Don Peppers

Themen in »One to One, B2B«

Business & Management Business-to-Business Strategie Verbraucher Wirtschaft u. Management

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".undoubtedly find invaluable insights." (Information Age, January 2002 From Publishers Weekly Using five detailed case studies, the authors of the bestselling One to One series examine the challenges and opportunities posed by the technological advances of today's "real" economy (an amalgamation of the new and old economies) for companies that sell goods or services to other businesses (B2Bs). Unlike B2Cs, which may serve millions of consumers, B2Bs often have a few large customers who make infrequent purchases of high-ticket services or items. B2Bs that are able to deepen their customer relationships (e.g., getting beyond the purchasing agents to understand the various customers within the customer organization, "helping clients manage themselves," "basing the sales process on educating and training customers") have the potential to become irreplaceable. Customers may even be willing to pay more over time for the services of a B2B that truly understands and can meet their specific needs. It's unfortunate that Dell is the only household name among the companies here; the impact of the other case studies may be diminished because readers aren't familiar with them or their products (i.e., Lifeway Church Resources and onvergys, the world's largest billing and management company). Although Peppers and Rogers's thesis may sound simple, theirs is not a primer for fledgling Internet companies. Indeed, the profiles and the authors' approach to problem solving are so analytical and comprehensive that all but the most experienced B2B managers and executives may find the material daunting. Still, there is a great deal of practical value here for those willing to invest the time. Agent, Rafe Sagalyn.(On-sale: May 15)
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".undoubtedly find invaluable insights." (Information Age, January 2002
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