Creating the Strategy: Winning and Keeping Customers in B2B Markets - Softcover

Gould, Rennie

4.5

8 ratings by Goodreads

9780749466145: Creating the Strategy: Winning and Keeping Customers in B2B Markets

Softcover

ISBN 10: 0749466146 ISBN 13: 9780749466145

Publisher: Kogan Page, 2012

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Creating the Strategy is a practical guide that brings together the most important elements of business strategy, B2B marketing theory and sales management.

Aimed at those wanting to structure their organizations around the winning and keeping of customers in B2B markets, the book introduces a number of unique and powerful methodologies proven in workshops conducted with clients such as Mercedes-Benz and AXA Insurance. It is structured around the Sales & Business Performance Value Chain, a unique and integrated process that builds awareness and understanding of all factors impacting on sales and business performance, providing an important diagnostic tool.

Whether you are working for a large organisation or a small company, Creating the Strategy will help you recognise and implement the key elements responsible for creating outstanding sales and business performance in B2B markets.

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Review:

"A good read for business leaders, not just marketing managers and directors. The book sets out to provide a practical guide for businesses and delivers on this promise." (B2B Marketing Magazine)

Book Description:

It introduces a significant number of new models and frameworks throughout the text that have been tested in consultancy and training assignments with numerous clients such as Mercedes-Benz, AXA Insurance and Pirelli.

It is structured around the Sales & Business Performance Value Chain, a unique and integrated process that builds awareness and understanding of all factors impacting on sales and business performance, providing an important diagnostic tool for readers.

It is written by a highly qualified consultant and professional practitioner in B2B sales, customer strategy and sales management with significant experience with a variety of clients from around the world.

It utilises a proven learning device which Stimulates Awareness and Creates Understanding of the concepts. The reader is then encouraged to Generate their own Insights into what this understanding means and finally to be Inspired to take the appropriate Action.

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