Overview
- Focus on sales: customer-oriented marketing in B2C and B2B
- Practice-oriented: with entrepreneurial insights
- Innovative: machine learning and other technologies
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About this book
This book examines key aspects of selling and the sale of goods and services in B2C and B2B. Renowned scholars and practitioners contributed their expertise with a wide range of articles about how to serve customers and the role of selling and sales. Their research results and practical experiences can be used as a basis for further research as well as implemented by small, medium-sized and globally operating companies.
The 13 chapters are organized in four parts, starting with (I) value creation and selling services, followed by (II) business negotiations and sales in B2B, (III) using technology and innovation to increase sales and study consumers, and finishing with two chapters about sales competencies on the one hand and a critical piece about consumption on the other hand under (IV) selling more or consuming less?
The European perspective adopted in the book provides both international researchers and entrepreneurs, as well as those already working in Europe, with a better understanding of the market and the dynamics in the consumer and business sectors.
Excerpt from the content
The 13 chapters are organized in four parts, starting with (I) value creation and selling services, followed by (II) business negotiations and sales in B2B, (III) using technology and innovation to increase sales and study consumers, and finishing with two chapters about sales competencies on the one hand and a critical piece about consumption on the other hand under (IV) selling more or consuming less?
The European perspective adopted in the book provides both international researchers and entrepreneurs, as well as those already working in Europe, with a better understanding of the market and the dynamics in the consumer and business sectors.
Excerpt from the content
- The meaning of value creation and value-in-use in selling services
- The vital role of pricing, customer participation, and the responsibilities of front-line employees
- How to negotiate the sale in B2B and purchase of three distinct types of business services
- How, why, and under which circumstances retailers are considering machine learning forecasting methods to increase sales
- Proposal for an autonomous consumer business, which is about fully automating transactions between a seller and a buyer
- How the Net Promoter Score works and why it can be both beneficial but also viewed skeptically
- Which specific competencies sales professionals must possess to succeed and sell well
- The downsides and threats of our economic system with a single-minded focus on thegrowth of sales or revenues
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Keywords
- customer-centricity
- service economy and role of information technology
- B2B negotiation intercultural negotiation
- Which specific competencies sales professionals need
- machine learning forecasting sales
- neuromarketing experiments regarding sales
- how Net Promoter Score works but viewed skeptically
- downsides and threats of our economic system
- role of sales agents
- value-in-use in selling e-services
- consumer behavior
Table of contents (13 chapters)
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Front Matter
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Part I: Value Creation and Selling Services
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Front Matter
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Part II: Business Negotiations and Sales in B2B
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Front Matter
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Part III: Using Technology and Innovation to Increase Sales and Study Consumers
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Front Matter
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Part IV: Selling More or Consuming Less?
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Front Matter
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Back Matter
Editors and Affiliations
About the editor
Prof. Dr. Thomas Aichner is an Associate Professor of Marketing who held academic positions at leading Universities and Business Schools in Austria, Germany, Italy, and Saudi Arabia. He received a joint Ph.D. in Management Engineering from the University of Padova and a Dr. rer. pol. in Business Administration from ESCP Business School, with the special mention of Doctor Europaeus. His research is focused on country of origin, mass customization, digital management, and disability.
Bibliographic Information
Book Title: Serving the Customer
Book Subtitle: The Role of Selling and Sales
Editors: Thomas Aichner
DOI: https://doi.org/10.1007/978-3-658-39072-3
Publisher: Springer Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2023
Hardcover ISBN: 978-3-658-39071-6Published: 02 January 2023
Softcover ISBN: 978-3-658-39074-7Published: 03 January 2024
eBook ISBN: 978-3-658-39072-3Published: 01 January 2023
Edition Number: 1
Number of Pages: XVIII, 388
Number of Illustrations: 14 b/w illustrations, 10 illustrations in colour
Topics: Sales/Distribution, Marketing