Bringing Technology to Market

Sales executives manage their product and services business, lead the sales force, and represent the organization for which they work. In order to succeed in those tasks they need managerial acumen as well as people skills. These include a basic understanding of the markets in which their industry competes, the mechanisms with which these markets function, a comprehensive set of management tools and techniques as well as soft methods to coordinate and motivate their teams. This is particularly the case when it comes to technology-based companies where a single sales pitch may easily exceed revenues of EUR 100 to 200 million. With generally only a very few, but constantly powerful and aggressive competitors, it is crucial for their executives to understand the current dynamics of the markets, the changing value chains, the necessity of new forms of business partnerships, ways and means to turn services into profitable business, adjusting sales strategy to business strategy, and measuring sales and business performance. "Bringing Technology to Market" gathers those current developments of B2B marketing and sales, presented by major practitioners and leading scholars in Europe and the US. "Bringing Technology to Market" will offer basic know how, best practice examples, and new insight and ideas for marketing and sales executives. These are managers, who so far have made their decisions mostly from the gut, frequently relying on stable environments and lasting connections to traditional business partners. Now they are required to understand and work on the developments and changes influencing their present and future markets, be they local, national and/or global.

ISBN 352750270X   Pages 235 ISBN13 9783527502707 (What's this?)   Volumes 1 Publisher Wiley-VCH Verlag GmbH   Weight (grammes) 508 Imprint Wiley-VCH Verlag GmbH   Published in Weinheim Format Hardback   Height (mm) 239 Publication date 01 Dec 2006   Width (mm) 162 Library of Congress HF   Spine width (mm) 23 DEWEY 658.8   Academic level Professional / Scholarly DEWEY edition DC22

1		Market-oriented management in global markets by Albrecht Sollner and Wulff Plinke		11
2		From selling goods to marketing services by Olaf Plotner		33
3		New value chains by Michael Kleinaltenkamp		47
4		Cost decisions and pricing decisions in times of value-based management by Mario Rese		61
5		Evolution of the sales force in a global economy by Jagdith N. Sheth and Arun Sharma		77
6		Organizing the sales force by Wesley J. Johnston and Brian N. Rutherford		87
7		Adjusting corporate customer communication by Olaf Plotner and Frank Jacob		105
8		Leading the sales force by Robert E. Spekman and Benjamin Moor		119
9		Measuring sales force performance by Martin Kupp		135
		Cases
1		Creating a competitive edge in global markets by Christoph Burger and Franziska Frank		147
		Case : T-systems
		Interview with Lothar Pauly by Franziska Frank		157
2		Creating new business by redefining the value chain by Bulent Gogdun and Olaf Plotner		159
		Case : MAN Roland Druckmaschinen AG
		Interview with Peter Kuisle by Bulent Gogdun and Olaf Plotner		163
3		Value selling by Mario Rese and Richard Steiner		167
		Case : Leistritz extrusion
		Interview with Richard Steiner by Mario Rese		173
4		The services shift in the IT industries by Olaf Plotner		177
		Case : IBM/SBS
		Interview with Friedrich Froschl by Olaf Plotner		187
5		Advanced sales management for a complex industrial portfolio by Aubert Martin and Dale Wilson		191
		More...

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