Notice bibliographique

  • Notice

Type(s) de contenu et mode(s) de consultation : Texte : sans médiation

Auteur(s) : Diviné, Marc (1955-....)  Voir les notices liées en tant qu'auteur

Titre(s) : B2B marketing [Texte imprimé] : 16 decisions, 86 tools / Marc Diviné

Publication : . - Sceaux : A2Z-Innovation, impr. 2015

Impression :  (impr. aux USA)

Description matérielle : 1 vol. (239 p.) : ill. ; 23 cm

Note(s) : Bibliogr. p. 223-226. Glossaire

Autre(s) forme(s) du titre : 
- Forme développée du titre : Business to business marketing : 16 decisions, 86 tools

Sujet(s) : Marketing industriel  Voir les notices liées en tant que sujet

Indice(s) Dewey : 658.804 (23e éd.)  Voir les notices liées en tant que sujet

Numéros : ISBN 978-2-9553753-1-0 (br.) : 17,89 EUR
EAN 9782955375310

Notice n° :  FRBNF44456011

Résumé : 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 B2B distribution network? How do you 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 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, etc. 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. 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. Marc Diviné is the founder of A2Z-Innovation, a consulting and training company established in 2009 that specializes in B-to-B strategic development and sales revenue growth. He has held multiple executive positions in multinational companies in charge of business lines, operational marketing, and business development. Marc is an inventor and holds patents. He has developed numerous strategies for new products and also managed worldwide launch and customer relationship operations. Marc was an Associate Professor of B2B Marketing and Management of Innovation at Paris University of Sorbonne. He teaches at IAE-Paris Sorbonne, Dauphine, Ho Chi Minh in Vietnam Univesities, and Engineering Schools Centrale-Supelec Paris, EPF, and Business School Neoma Rouen. He earned his Ph.D. in engineering at ECP and MBA at HEC Business School. Marc has authored graduate textbooks, published articles in academic journals, and presented at professional symposia. [source éditeur]

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