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Airport Marketing
by Anne Graham Nigel HalpernThis accessible, up-to-date, comprehensive, and in-depth textbook introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport strategic marketing planning and individual elements of the airport marketing mix (product, price, distribution and promotion). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. This new second edition has been updated to include: New and expanded content on branding and the passenger experience, marketing partnerships, engagement marketing and customer relationship management. Three brand new chapters on digital marketing, marketing for a more sustainable future, and crisis communications and marketing, in light of the Covid-19 pandemic. New, global case studies and examples throughout. This comprehensive textbook written by two airport marketing experts will be essential reading for air transport students and future managers.
Airport Marketing
by Anne Graham Nigel HalpernIn recent years, the airport sector has moved from an industry characterised by public sector ownership and national requirements, into a new era of airport management which is beginning to be dominated by the private sector and international players. Airports are now complex enterprises that require a wide range of business competencies and skills to meet the needs of their users, just as with any other industry. Moreover, deregulation of air transport markets has made the airport sector much more competitive and given airports greater incentives to develop innovative, proactive and aggressive marketing strategies so that they can reap the benefits from these developments. New types of airline business model, such as low cost carriers, have emerged through deregulation, which in many cases require a completely different approach to be adopted by airport marketers and have encouraged a further deviation from past practice. The travelling public is also becoming more experienced and is generally placing greater demands on the airport operator to deliver a quality product at a time when more stringent controls, especially as regards security, have been introduced. This accessible book fills an important need for an up-to-date, comprehensive and in-depth textbook that introduces students and practitioners to the principles and practice of airport marketing as well as the major changes and future marketing challenges facing the airport sector. It applies principles of marketing within the airport industry, and examines airport marketing and its environment, how to define and measure the market for airport services, airport marketing planning, and individual elements of the airport marketing mix (product, price, promotion and distribution). The book integrates key elements of marketing theory with airport marketing in practice. Each chapter contains extensive industry examples for different types of airports from around the world to build on the theoretical base of the subject and show real-life applications. The dynamic nature of the airport industry requires students and practitioners to have a thorough, up-to-date and contemporary appreciation of airport marketing issues and challenges. This comprehensive, accessible textbook written by two airport marketing experts satisfies this need and is essential reading for air transport students and future managers.
Airports, Cities and Regions (Routledge Advances in Regional Economics, Science and Policy)
by Sven Conventz Alain ThiersteinSince the emergence of urban systems, cities have developed in a mutually inter-dependent process of socio-economic dynamics and transportation linkages. In recent years, Airports worldwide have stepped beyond the stage of being pure infrastructure facilities while the complex dynamics that are taking place at and around international airports represent a crucial element in the post-industrial reorganisation of urban and regional systems. Airports are increasingly recognized as general urban activity centres; that is, key assets for cities and regions as economic generators and catalysts of investment in addition to being critical components of efficient city infrastructure. This book brings together contributions from renowned academic scholars and world leading practitioners to discuss insights gained from theory and practice. The first collection of papers reflects upon the general role and future of airports as well as their specific contribution to competitive advantages within a fast changing business and economic landscape. The second group of contributions ask about the role airports play within the innovation process that is inherently centred on generating and sharing knowledge. The third section of papers investigates the drivers of real estate developments on airport land and in the close vicinity of airports.
Airspace Closure and Civil Aviation: A Strategic Resource for Airline Managers
by Steven D. JaffeThe impact to airlines from airspace closure can be as benign as a two minute extension on an arrival pattern, or as catastrophic as a shoot down from a surface-to-air missile, as the tragic loss of Malaysia Airlines Flight 17 over the Ukraine in July 2014 demonstrates. Airspace constraints come in a variety of forms, both man-made and physical, but all result in operational inefficiencies that erode the economic vitality of an airline. Understanding the root causes of these airspace restrictions, developing strategies for mitigating their impact, and anticipating future airspace closures, are critical for the efficient and safe operation of any airline. This book uniquely examines the technological, geographic, regulatory, and political aspects of airspace closure, with a focus on how airlines continue to adapt to overcome these challenges, providing readers with a framework for identifying issues and solutions in a systematic manner. Filled with historical references and contemporary anecdotes, this book serves both as a practical guide and strategic resource for airline managers navigating their 21st century. organizations around some of the lingering 20th century obstacles.
Airtex Aviation
by Brian J. Hall Carleen MadiganTwo young and inexperienced MBAs buy a virtually bankrupt company. They design a decentralized control system organized around profit centers. As a case in control systems, there is ample detail for a discussion of design issues, control of independent profit centers, and details about decentralized control. A rewritten version of an earlier case.
Aiuto! Ho perso il lavoro: Consigli su che cosa fare se vi trovate d’improvviso disoccupati
by Richard G Lowe Jr Sonia Dal CasonMolti di noi sono orgogliosi del lavoro o del mestiere che fanno. Abbiamo bisogno di un lavoro per nutrire le nostre famiglie, pagare l'affitto, fare manutenzione all'auto e permetterci dei piccoli lussi di tanto in tanto. Sul posto di lavoro entriamo in contatto con altre persone e spesso è come una seconda casa. Questo non deve sorprenderci dal momento che molti di noi trascorrono due terzi o più della vita in ufficio. Quindi l'improvvisa perdita dell'impiego può tagliarci le gambe, deprimerci e, a seconda della situazione finanziaria individuale, può diventare una situazione di assoluta emergenza. Per coloro che vivono di busta paga in busta paga, l'improvvisa perdita del posto può significare perdere la casa oppure non mangiare. Il proposito di questo libro è di aiutare voi, dipendenti licenziati di recente o che sentite che il licenziamento si avvicina, a trovare le risposte che vi servono a compiere il salto da un lavoro all'altro nel modo più liscio possibile.
Aiuto! Il mio capo è fuori di testa!
by Richard G Lowe Jr Sonia Dal CasonMigliorate la vostra vita lavorativa per raggiungere una maggiore produttività, per ottenere potenziali aumenti e una vita più felice. Il vostro capo vi fa ammattire o vi tormenta? Lui o lei vi avviliscono, negandovi aumenti o promozioni o controllando ogni vostra mossa? Siete felici della vostra condizione lavorativa? Capite che non cambierà nulla se non fate qualcosa in proposito? Non vi piacerebbe non vedere l'ora di andare a lavorare? Non gradireste essere rispettati, fare più soldi e tornare a casa sentendovi soddisfatti per il lavoro ben fatto? Io ero dove siete voi oggi. Nella mia vita ho avuto ogni genere di manager, da un capo che è stato dichiarato malato di mente a quello con la mania del controllo e, il peggiore di tutti, il capo che stava per andare in pensione e che non voleva approvare o fare niente che potesse dare uno scossone alla barca. Mi sono sentito attaccato, sottovalutato e sopraffatto, talvolta nello stesso momento. Queste situazioni hanno influito sulla mia salute e sul mio benessere e hanno causato una sensazione di impotenza e di depressione che nulla sembrava risolvere. La vita pareva non essere altro che un fallimento causato dalla svalutazione e dalla negatività. Alla fine ho capito che potevo fare qualcosa per il problema del capo fuori di testa. Esistevano molte opzioni, da una semplice conversazione fino a trovarmi un nuovo impiego. Ho compreso che si deve essere in due per essere una vittima - il persecutore (il capo fuori di testa) e la vittima. Ho quindi deciso di rompere il circolo vizioso. * Convincetevi che potete fare qualcosa per raddrizzare la situazione. * Imparate le varie opzioni che avete a disposizione. * Costruitevi una via di fuga da usare se le cose non migliorano. * Cercate persone che possano aiutarvi a intraprendere azioni correttive. Non lasciate passare un altro giorno senza far nulla per dare un calcio nel sedere al boss fuori di testa. Acquistate una cop
Ajetreo Lateral de Estudiante Universitario: Más De 100 Formas De Comenzar A Ganar Dinero Extra Para El Estudiante Universitario En Quiebra
by Kara Ross¿Estás buscando una forma de generar dinero extra mientras aún estás en la escuela? ¿Tiene dificultades para pagar la universidad y se pregunta si hay alguna manera de generar ingresos adicionales para no tener que dejar la escuela con deudas? ¿Quiere crear un método para generar efectivo de modo que no tenga que trabajar de 9 a 5 una vez que se gradúe? ¿Tiene metas, pero no sabe cómo alcanzarlas? ¿Ha estado buscando un recurso que lo ayude a aprovechar al máximo su vida? Si esto te suena, ¡sigue leyendo! Hay muchas formas de ganar dinero, especialmente muchas más personas. Si tiene la unidad y la asistencia para aprender mucho, PUEDE hacerlo. Pero a veces, luchamos para averiguar qué hacer que realmente nos dirá algo. Simplemente tenemos una voluntad mental, y nuestras ideas para hacer dinero siguen fuera de nuestro alcance. Tener un ajetreo lateral lo ayudará a lograr todos sus objetivos, sin importar cuán grandes o pequeños sean. Independientemente de quién sea usted y de lo que quiera lograr, la base del empuje lateral es la misma para todos. Este libro lo ayudará a comprender todo lo que necesita saber sobre los ajetreos secundarios, incluidos los beneficios y desafíos que traen consigo, y le proporcionaré un proceso paso a paso para elegir y lanzar un negocio de ajetreos secundarios junto con algunos ejemplos prácticos y ejercicios. que puede utilizar para empezar de inmediato.
Ajit Singh of Cambridge and Chandigarh: An Intellectual Biography of the Radical Sikh Economist (Palgrave Studies in the History of Economic Thought)
by Ashwani SaithThis book examines the life and work of Ajit Singh (1940-2015), a leading radical post-Keynesian applied economist who made major contributions to the policy-oriented study of both developed and developing economies, and was a key figure in the life and evolution of the Cambridge Faculty of Economics. Unorthodox, outspoken, and invariably rigorous, Ajit Singh made highly significant contributions to industrial economics, corporate governance and finance, and stock markets – developing empirically sound refutations of neoclassical tenets. He was much respected for his challenges both to orthodox economics, and to the one-size-fits-all free-market policy prescriptions of the Bretton Woods institutions in relation to late-industrialising developing economies. Throughout his career, Ajit remained an analyst and apostle of State-enabled accelerated industrialisation as the key to transformative development in the post-colonial Global South. The author traces Ajit Singh’s radical perspectives to their roots in the early post-colonial nationalist societal aspirations for self-determination and autonomous and rapid egalitarian development – whether in his native Punjab, India, or the third world – and further explores the nuanced interface between Ajit’s simultaneous affinity, seemingly paradoxical, both with socialism and Sikhism. This intellectual biography will appeal to students and researchers in Development Economics, History of Economic Thought, Development Studies, and Post-Keynesian Economics, as well as to policy makers and development practitioners in the fields of industrialisation, development and finance within the strategic framework of contemporary globalisation.
Ajuste de cuentas: Cómo controlar con éxito tu economía familiar
by Vicens CastellanoVicens Castellano te ofrece con un estilo desenfadado, pero riguroso y eficaz, las claves necesarias para descubrir en qué te equivocas a la hora de administrar tu dinero. ¿Estás cansado de que se te acabe el dinero antes que el mes? ¿Te gustaría estabilizar tus finanzas, que tu dinero fuese a alguna parte y sentir que prosperas? Ha llegado la hora de asumir responsabilidades y afrontar la economía familiar con profesionalidad, primer paso para retomar el control de tus finanzas. Tener las ideas claras sobre cómo funciona el dinero y emprender la acción siguiendo las pautas que aquí se detallan te permitirán salir de tu situación paso a paso y dar la vuelta a tu economía. Tus resultados financieros son fruto de tus propios actos, que dependen de las ideas y las decisiones que adoptes. Ha llegado el momento del ajuste de cuentas.
Akademisches Controlling an Hochschulen: Aufgaben, Ziele, Erfolgskriterien (essentials)
by Markus SchelenzDieses essential widmet sich dem Akademischen Controlling an Hochschulen. Letzteres hat die Aufgabe, die hochschulinterne Steuerung durch entscheidungsrelevante Informationen zu unterst#65533;tzen sowie die Umsetzung der operativen und strategischen Ziele der Hochschule zu begleiten. Am Beispiel der Wirtschaftsuniversit#65533;t Wien wird f#65533;r den Bereich Lehre anschaulich gezeigt, welche konkreten Aufgaben dem Akademischen Controlling dort zugeschrieben werden und welche Herausforderungen bei ihrer Umsetzung zu bew#65533;ltigen sind. Schlie#65533;lich werden die Erfolgsfaktoren f#65533;r ein etabliertes Akademisches Controlling aufgezeigt. Damit kann das Werk unterst#65533;tzend beim Aufbau eines Hochschulcontrollings herangezogen werden.
Akamai Technologies
by Thomas R. Eisenmann Eric J. Van Den Steen Benjamin EdelmanAs the leading content delivery network, Akamai helps Internet companies deliver Web site content to end users with fewer delays and lower costs. Describes the strategic management challenges facing Akamai in early 2004. The company is poised to offer its next generation of services for enterprise customers, which will allow them to run Internet-enabled applications ("Web services")--on demand, with minimal capital investment--from Akamai's network of 15,000 servers located in ISP facilities at the Internet's "edge"--close to end users. Many large enterprise software companies have developed proprietary platforms for creating and managing Web services. Akamai must decide which of these software companies would be attractive partners and whether it can and should remain uncommitted to a platform as it helps customers deploy Web services. A rewritten version of an earlier case.
Akamai's Edge (A)
by Eric J. Van Den SteenIn 2009, Paul Sagan, CEO of Akamai, the leading online content delivery network with a 60% market share, needs to decide how to respond to aggressive entry in its market, whether and how to pursue the explosive growth in online video, and whether to stay with its distributed network model or move towards its competitors' more centralized design.
Akamai's Underwater Options (A)
by Brian J. Hall Houston Lane Jonathan P. LimAkamai's stock price declines dramatically with the NASDAQ in 2000, causing virtually all employee options to go underwater. Ownership and retention incentives are largely destroyed, and employee morale falls sharply. Management weighs the pros and cons of various alternative "solutions" to this problem (including repricing, issuing a new supplemental grant, canceling the underwater options and issuing a delayed regrant, and making a tender offer to exchange underwater options for fewer shares of restricted stock).
Akbank: Options in Digital Banking
by Esel Cekin Rajiv LalThis case discusses the digitalization strategies of a leading bank in Turkey, Akbank, and how to position its digital banking products going forward. The Turkish banking industry was undergoing a transformation prompted by the demands of the country's digitally savvy, young population, and by new regulations on consumer banking that threatened banks' profitability. Akbank had a legacy as the best financial services company in Turkey, but it knew it needed to innovate to maintain that reputation in the digital era. The bank's chairman, CEO, and EVP of digital banking unit were evaluating their options. Should they have a separate P&L for the digital banking unit? Should they create a separate brand for digital banking? How should they structure digital banking so Akbank would remain profitable while achieving the vision for innovation and growth laid out by the bank's chairman?
Akbar Se Aurangzeb Tak
by W. H. MorlandThe second stage of the Economic history has been described in this book. It details the ousting of the Portuguese from Indian by Dutch and English. It gives a detailed analysis of the economic history of the times.
Akehurst's Modern Introduction to International Law
by Alexander OrakhelashviliAkehurst’s Modern Introduction to International Law continues to offer a concise and accessible overview of the concepts, themes and issues central to international law. This fully updated eighth edition encompasses the plethora of recent developments and updates in the field, and includes new dedicated chapters on international human rights, self-determination and international economic relations, an extended history and theory section reflecting the evolution of new and critical approaches in the field and a greater focus on terrorism and international criminal law. New and updated chapters include: Creation and recognition of States Territory Law of the sea Immunities State succession Nationality and individual rights Protection of the environment Settlement of disputes Use of force and armed conflict With a distinctive cross-jurisdictional approach which opens up the discipline to students from all backgrounds, this book will arm the reader with all the tools, methods and concepts they need to fully understand this complex and diverse subject. As such, this is an essential text for students of international law, government and politics, international relations, and a multitude of related subject areas. This textbook is supported by a companion website: www.routledge.com/cw/orakhelashvili.
Akehurst's Modern Introduction to International Law
by Alexander OrakhelashviliFirst published in 1970, Akehurst’s Modern Introduction to International Law rapidly established itself as a widely used and successful textbook in its field. Being the shortest of all the major textbooks in this area, it continues to offer a concise and accessible overview of the concepts, themes, and issues central to the growing system of international law, while retaining Akehurst’s original positivist approach that accounts for the essence and character of this system of law. This new ninth edition has been further revised and updated by Alexander Orakhelashvili to take account of a plethora of recent developments and updates in the field, accounting for over forty decisions of international and national courts, as well as a number of treaties and major incidents that have occurred since the eighth edition of this textbook was published. Based on transparent methodology and with a distinctive cross-jurisdictional approach which opens up the discipline to students from all backgrounds, this engaging, well-structured, and reputable textbook will provide students with all the tools, methods, and concepts they need to fully understand this complex and diverse subject. It is an essential text for all undergraduate and postgraduate students of international law, government and politics, and international relations. This book is one of the only textbooks in international law to offer a fully updated, bespoke companion website: www.routledge.com/cw/orakhelashvili.
Akira Fukabori and Kevin Kajitani at avatarin (A)
by Linda A. Hill Emily TedardsIn 2016, Akira Fukabori and Kevin Kajitani, aeronautical engineers at All Nippon Airways Co., Ltd., began to wonder why, in a world of accelerating globalization and digital connectivity, those who lived in far-remote villages or impoverished urban areas could not access high quality education or healthcare. They believed that with a faster, cheaper mode of transportation, they could democratize the world's resources-bring the right people or resources together to the right places at the right time. Although teleportation was still the "stuff of science-fiction," teleporting human consciousness and skills to remote locations through robots was not. Their vision was to build an "avatar service platform"-a global infrastructure of general-purpose avatar robots that humans could rent, like Uber or AirBnB, to perform surgery, defuse a bomb, visit elderly grandparents, attend school, or vacation in distant physical environments. In Akira and Kevin's eyes, ANA was in the mobility business, not just the airline business. They influenced senior management to invest $22 million to fund the ANA AVATAR XPRIZE and, with ANA's support, built a global avatar ecosystem of technologists, start-ups, corporates, non-profits, and government, including the Japanese Aerospace Exploration Agency. As they worked to advance the technology and regulatory landscape, they also generated demand for avatar services-for that, they needed to change the mindset of the general public. By 2020, the "ANA AVATAR" program, as they called it, had made significant progress, and Akira and Kevin initiated the process to spin out of ANA, and launch a start-up, "avatarin." Then, COVID-19 upended reality. The years they thought it would take to create widespread demand for avatar-enabled telepresence had evaporated. Now, the question was, how should they deploy their start-up team to meet the humanitarian need, investor, and partner expectations?
Akira Fukabori and Kevin Kajitani at avatarin (A) (Abridged)
by Linda A. Hill Emily TedardsIn 2016, Akira Fukabori and Kevin Kajitani, aeronautical engineers at All Nippon Airways Co., Ltd., began to wonder why, in a world of accelerating globalization and digital connectivity, those who lived in far-remote villages or impoverished urban areas could not access high quality education or healthcare. They believed that with a faster, cheaper mode of transportation, they could democratize the world's resources-bring the right people or resources together to the right places at the right time. Although teleportation was still the "stuff of science-fiction," teleporting human consciousness and skills to remote locations through robots was not. Their vision was to build an "avatar service platform"-a global infrastructure of general-purpose avatar robots that humans could rent, like Uber or AirBnB, to perform surgery, defuse a bomb, visit elderly grandparents, attend school, or vacation in distant physical environments. In Akira and Kevin's eyes, ANA was in the mobility business, not just the airline business. They influenced senior management to invest $22 million to fund the ANA AVATAR XPRIZE and, with ANA's support, built a global avatar ecosystem of technologists, start-ups, corporates, non-profits, and government, including the Japanese Aerospace Exploration Agency. As they worked to advance the technology and regulatory landscape, they also generated demand for avatar services-for that, they needed to change the mindset of the general public. By 2020, the "ANA AVATAR" program, as they called it, had made significant progress, and Akira and Kevin initiated the process to spin out of ANA, and launch a start-up, "avatarin." Then, COVID-19 upended reality. The years they thought it would take to create widespread demand for avatar-enabled telepresence had evaporated. Now, the question was, how should they deploy their start-up team to meet the humanitarian need, investor, and partner expectations?
Akquise@B2B: Neukundengewinnung im digitalen Zeitalter (Edition Sales Excellence)
by Stephan HeinrichLernen Sie mit diesem Buch, wie Sie im digitalen Zeitalter Ihre Neukundengewinnung vorantreiben!Im Rahmen der Digitalisierung ist es nicht leicht, Neukunden durch bisher bekannte Akquise-Strategien zu gewinnen. Der Vertrieb via Telefon ist heutzutage zwar nicht unmöglich, es handelt sich jedoch auch nicht um einen der beliebtesten Vertriebskanäle. Dieses Buch zeigt Ihnen daher, wie Sie mittels digitaler Neukundengewinnung Ihre Zielgruppe erweitern. Zudem beantwortet es Ihnen Fragen wie: „Wie verändert die Digitalisierung den Vertrieb und die Kundenbeziehungen?“ oder „Welche Chancen bieten sich, die es im 'analogen' Business nicht gab?“. Ein Buch über Akquise: So viele Methoden, digital Neukunden zu gewinnen.Dieses Werk richtet sich an Führungskräfte und Mitarbeiter aus Vertrieb und Marketing. Sie erhalten in diesem Buch einen Überblick über digitale Werkzeuge zur Kundengewinnung. Weiterhin zeigt Ihnen Stephan Heinrich mittels konkreter Beispiele, warum so viele Firmen ihr Potenzial nicht restlos ausschöpfen. Gleichzeitig stellt er klar, dass die digitale Business-Transformation viele Möglichkeiten für die Neukundenakquise mit sich bringt:Marketing als Lead-GeneratorBig-DataCRMSocial-MediaVerkaufsgespräche mit Skype & Co usw.Dieses Buch über digitale Neukundengewinnung soll Ihnen dabei helfen, eine Bestandsaufnahme in Ihrem Unternehmen vorzunehmen. Um das Geschriebene besser zu verinnerlichen, können Sie sich die SN More Media-App kostenfrei herunterladen und die Videos zu den einzelnen Akquise-Strategien ansehen.
Akquise@B2B: Neukundengewinnung im digitalen Zeitalter (Edition Sales Excellence)
by Stephan HeinrichDieses Buch zeigt, wie Unternehmer und Führungskräfte die Digitalisierung nutzen können, um Neukunden zu gewinnen und zu binden. Wie verändert die Digitalisierung den Vertrieb und die Kundenbeziehungen? Welche Chancen bieten sich, die es im „analogen“ Business nicht gab?Stephan Heinrich zeigt leicht nachvollziehbar und an konkreten Beispielen, welche Möglichkeiten hier verspielt werden und wie es mithilfe digitaler Werkzeuge gelingen kann, Neukunden einfacher zu erreichen und kostengünstig an das eigene Unternehmen zu binden. Führungskräfte und Mitarbeiter im Vertrieb erhalten einen kompakten Überblick über digitale Werkzeuge und konkrete praktische Hilfen für die Umsetzung. Mithilfe von Marketing als Lead-Generator, Big Data auch für kleinere und mittlere Unternehmen und den Möglichkeiten von CRM und Social Media entsteht ein zuverlässiger Fahrplan für die digitale Kundengewinnung.Pflichtlektüre für alle Akquiseverantwortlichen im B2B – jetzt in der 2., aktualisierten Auflage.
Akquisition von Dienstleistungen: Angewandte Psychologie für die berufliche Praxis
by Miriam Landes Eberhard Steiner Claus HunertErfolgreiche Verkäufer fühlen sich meist als "die Könige" des Unternehmens und dies meist mit gutem Recht, denn sie sind es, die an vorderster Front für den Erfolg des Unternehmens sorgen. Schwierig genug ist diese Aufgabe schon, wenn man ein konkretes Produkt verkaufen soll, aber das bietet wenigstens den Vorteil, dass es der Kunde im wahrsten Sinne des Wortes begreifen, es testen und auf seine Erwartungen hin überprüfen kann, bevor er seine Kaufentscheidung trifft. Die besondere Herausforderung im Verkauf von Dienstleistungen liegt darin, dass man auf der "Klaviatur" der verschiedenen psychologischen Befindlichkeiten, Erwartungen, aber auch Ängste und situativer Besonderheiten auf Seiten seines Kunden zu spielen vermag. Aufgrund angewandter psychologischen Erkenntnisse bietet dieses Werk die nötigen Einblicke für die Praxis. Auch stellt es diese Klaviatur erstmals in umfassender Weise vor und bietet darüber hinaus konkrete Handlungsempfehlungen für unterschiedliche Verkaufssituationen. Somit ist es wertvolle und zugleich ansprechend interessante Lektüre für alle, die aus beruflichen oder privaten Gründen mehr über die psychologischen Hintergründe von Akquise, Verkauf und Kaufentscheidungen erfahren möchten.
Akquisitionsgrundlagen im B2B-Bereich: Der persönliche Verkauf von erklärungsbedürftigen Produkten und Leistungen (essentials)
by Dirk LippoldDirk Lippold erläutert in diesem essential in der nun 2., überarbeiteten Auflage die Hintergründe und Mechanismen der Akquisition im B2B-Bereich. Im Mittelpunkt steht der Akquisitionszyklus mit seiner besonderen Bedeutung für das Lead Management und das Opportunity Management. Es folgen Einblicke in die Besonderheiten der Vermarktung von komplexen, erklärungsbedürftigen Produkten und Leistungen sowie in das Akquisitionscontrolling. Den Abschluss bildet eine strukturierte Darstellung der einzelnen Phasen des Verkaufsgesprächs mit Hinweisen darüber, wie sich der Verkäufer in diesen Phasen verhalten sollte. Der Leser wird umfassend über die Abläufe beim Verkauf von Produkten und Leistungen an Firmenkunden informiert.