Bringing Technology to Market: Trends, Cases, Solutions / Edition 1

Bringing Technology to Market: Trends, Cases, Solutions / Edition 1

by Olaf Plotner
     
 

"The book by Plotner and Spekman not only bridges the gap between technology and marketing, but also that between theory and practice. It is a must-read for B2B marketing scholars and practitioners." - Prof. Klaus Backhaus, Institute fur Anlagen und Systemtechnologien, Marketing Centrum Munster, University of Munster

"Successful introduction of new products and

See more details below

Overview

"The book by Plotner and Spekman not only bridges the gap between technology and marketing, but also that between theory and practice. It is a must-read for B2B marketing scholars and practitioners." - Prof. Klaus Backhaus, Institute fur Anlagen und Systemtechnologien, Marketing Centrum Munster, University of Munster

"Successful introduction of new products and technology to the market is one of the least researched aspects of the entire new product development process. Plotner and Spekman have produced a scholarly applied work that highlights the synergy resulting from the successful marriage of products (technology) and services and the strong positive impact this has on the successful introduction of innovation to business markets. Drawing from some of the leading experts in B2B marketing and including several case studies and executive interviews, Plotner and Spekman present an effective approach to maximizing the return from product introduction strategies. This is a must-read for anyone tasked with bringing technology to market!" - Prof. Peter LaPlaca, Associate Dean, Barney School of Business University of Hartford, Editor-in-Chief, Industrial Marketing Management

"Brining Technology to Market accurately defines the challenges involved in the B2B business and presents best real-life examples for dealing with them practically. This book's message has been long overdue." - Dr. Jurgen Radomski, Member of the managing Board, Siemens AG

Read More

Product Details

ISBN-13:
9783527502707
Publisher:
Wiley, John & Sons, Incorporated
Publication date:
05/11/2007
Pages:
235
Product dimensions:
6.20(w) x 9.40(h) x 0.90(d)

Table of Contents

Introduction (Olaf Plötner).

1 Market-Oriented Management in Global Markets (Albrecht Söllner/Wulff Plinke).

2 From Selling Goods to Marketing Services (Olaf Plötner).

3 NewValueChains (Michael Kleinaltenkamp).

4 Cost Decisions and Pricing Decisions in Times of Value-Based Management (Mario Rese).

5 Evolution of the Sales Force in a Global Economy (Jagdith N. Sheth/Arun Sharma).

6 Organizing the Sales Force (Wesley J. Johnston/Brian N. Rutherford).

7 Adjusting Corporate Customer Communication (Olaf Plötner/Frank Jacob).

8 Leading the Sales Force (Robert E. Spekman/Benjamin Moor).

9 Measuring Sales Force Performance (Martin Kupp).

Cases.

1 Creating a Competitive Edge in Global Markets (Christoph Burger/Franziska Frank).

Case: T-Systems.

Interview with Lothar Pauly (Franziska Frank).

2 Creating New Business by Redefining the Value Chain (Bülent Gögdün/Olaf Plötner).

Case: MAN Roland Druckmaschinen AG

Interview with Peter Kuisle (Bülent Gögdün/Olaf Plötner).

3 ValueSelling (Mario Rese/Richard Steiner).

Case: Leistritz Extrusion

Interview with Richard Steiner (Mario Rese).

4 The Services Shift in the IT Industries (Olaf Plötner).

Case: IBM/SBS

Interview with Friedrich Fröschl (Olaf Plötner).

5 Advanced Sales Management for a Complex Industrial Portfolio (Aubert Martin/Dale Wilson).

Case: Siemens A&D

Interview with Aubert Martin (Olaf Plötner).

Outlook (Robert E. Spekman).

Acknowledgements.

Notes.

The Authors.

Index.

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >