Table of Contents

Chapters in this book

1. Frontmatter i
2. Preface v
3. Table of Contents vii
4. Introduction 1
5. I. The holistic marketing, sales and customer management approach (B2B) 3
6. II. Strategic marketing, sales and customer management (B2B) 29
7. III. Integrated product, service and product development management 51
8. IV. Integrated sales, customer acquisition and negotiation management 79
9. V. Integrated customer loyalty, customer relations and customer retention management (CRM) 133
10. VI. Integrated Customer Development and Key Account Management (KAM) 167
11. VII. Integrated Focus Group Management (FGM) and marketing, sales and customer scorecard management 207
12. Appendix I: Checklist for the Collaboration of Marketing, Sales and Customer Management 227
13. Appendix II: Example of a KAM Assessment Questionnaire 231
14. Bibliography 243
15. List of Figures 246
16. Index 250