How do you analyze a B-to-B company ecosystem and select a business model? How do you initiate and manage R&D with the product portfolio? How do you design a distribution network? How do you choose the media to enhance customers' experience and support the sales staff?
This book is a toolkit dedicated to B2B marketing managers and students who want to join this community. It details 16 strategic and operational decisions and proposes 86 tools to guide decision-making. Example tools include the Role Map of Business Field Actors, the Purchase Process Model, the Ideation Sources and Impacts, the Offerings Cube, the Priority Pricing Method, the Dealer Category Matrix, the CRM Content and Use Map, and the Customer Facing Triangle Method. Based on the experience of over 150 managers, this book also includes the most popular tools identified in the academic literature, such as the IMP, ARA, Ansoff, Porter, BCG analysis models. This book offers a thorough means to evaluate a company's B-to-B marketing approach and helps to select tools to make practical decisions.
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About the Author
Marc Diviné was an Associate Professor of B2B Marketing and Management of Innovation at Paris University of Sorbonne. He teaches at Universities of Paris Sorbonne, Orsay at Saclay, Dauphine, Hanoï and Ho Chi Minh in Vietnam, and Hich Schools Ecole Centrale Paris, EPF, and Business School Neoma Rouen. His audience includes engineering or business students and business marketing managers. He earned his Ph.D. in engineering at ECP and MBA at HEC Business School, and holds a master's degree in e-Learning. Marc has authored graduate textbooks, published articles in academic journals, and presented at professional symposia on innovation, B-to-B Marketing, and virtual management.