In a series of richly detailed case studies, the authors paint vivid portraits of B2B organizations wrestling with front--burner issues such as channel complexity, customer valuation, account development, sales force automation, knowledge--based selling, and new modes of compensation. They squarely tackle the question of how much technology is too much, arguing that one shouldna t ask "How can you use technology to automate a relationship?" but rather, "How can you use technology to strengthen a relationship and make it more valuable over time?" In One to One B2B, readers will discover the critical role that a "learning relationship" plays in developing new and existing customers to their fullest potential, as well as strategies designed specifically to unlock higher levels of profitability, ensure client loyalty, and fight margin erosion in the face of intense global competition. The result is an indispensable handbook on how to create and develop business--to--business sales and marketing techniques successfully in the bump and grind of the real world.
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Globally respected thought leaders, futurists, and management consultants, DON PEPPERS and MARTHA ROGERS, Ph.D., are the authors of four business best sellers: The One to One Future, Enterprise One to One, The One to One Fieldbook (Co--authored with Bob Dorf), and the One to One Manager. Their company, Peppers and Rogers Group, is the worlds pre--eminent customer--focused management consulting and training firm, with offices on six continents and dozens of B2B and B2C arenas. Before teaming up with Dr. Rogers, Don Peppers was a celebrated Madison Avenue rainmaker and CEO of a major direct marketing agency. Martha Rogers is adjunct professor at the Fuqua School of Business at Duke University and leads multiyear, multi--million--dollar research efforts in the emerging CRM field.Review:
"..undoubtedly find invaluable insights." (Information Age, January 2002
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Descripción John Wiley & Sons. Estado de conservación: New. pp. 368. Nº de ref. de la librería 7367393