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Akquisitionsgrundlagen im B2B-Bereich
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Dirk Lippold erlutert in diesem essential in der nun 2., berarbeiteten Auflage die Hintergrnde und Mechanismen der Akquisition im B2B-Bereich. Im Mittelpunkt steht der Akquisitionszyklus mit seiner besonderen Bedeutung fr das Lead Management und das Opportunity Management. Es folgen Einblicke in die Besonderheiten der Vermarktung von komplexen, erklrungsbedrftigen Produkten und Leistungen sowie in das Akquisitionscontrolling. Den Abschluss bildet eine strukturierte Darstellung der einzelnen Phasen des Verkaufsgesprchs mit Hinweisen darber, wie sich der Verkufer in diesen Phasen verhalten sollte. Der Leser wird umfassend ber die Ablufe beim Verkauf von Produkten und Leistungen an Firmenkunden informiert.
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