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Ermittlung der Schlüsselphasen im B2B-Sales Prozess zur Implementierung von Social Media und Social Selling. Ein Unternehmensbeispiel

Ermittlung der Schlüsselphasen im B2B-Sales Prozess zur Implementierung von Social Media und Social Selling. Ein Unternehmensbeispiel

          
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About the Book

Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Duale Hochschule Baden-Württemberg Heilbronn, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, die Schlüsselphasen des B2B-Sales-Prozesses zur Implementierung von Social Media und Social Selling anhand bisheriger Forschungsergebnisse aus der Literatur sowie aus Ergänzungen der angestrebten Expertenbefragung zu ermitteln. Hierfür werden, angelehnt an eine SWOT-Analyse, Vor- und Nachteile, Potenziale und Möglichkeiten sowie Probleme und Risiken aus der Literatur abgeleitet und durch Ergebnisse einer durchgeführten Expertenbefragung ergänzt. Aus den gewonnenen Erkenntnissen der Theorie und Praxis werden abschließend die Schlüsselphasen des B2B-Sales-Prozesses ermittelt und Handlungsempfehlungen für die Implementierung und Nutzung von Social Media und Social Selling im B2B-Sales-Prozess eines Unternehmens gegeben. Online-Marketing stellt heute für fast alle Unternehmen einen unverzichtbaren Bestandteil zur Außendarstellung, Kommunikation und Kundenakquise dar. Gepaart mit weiterem technologischen Fortschritt, einem deutlichen Rückgang von physischen Kontakten durch die Covid-19-Pandemie und einer damit zusammenhängenden Zunahme des E-Commerce auf B2C-Seite, verschmelzen auch Online-Marketing und Sales-Aktivitäten auf B2B-Seite immer stärker und gewinnen deutlich an Relevanz.Hierbei änderte sich das Kaufverhalten von Kunden aufgrund der Digitalisierung sehr deutlich, da diese besser informiert und weniger abhängig vom traditionellen Verkauf sind. Unterstützend hat hier die drastische Zunahme in der Verwendung von Social Media im Verkaufsprozess, dem sogenannten Social Selling gewirkt, bei dem im gesamten Verkaufsprozess von der Leadgenerierung bis zum Account- Management die verschiedenen Instrumente von Social Media eingesetzt werden können. Damit besteht die Nutzung von Social Media schon lange nicht mehr nur darin, sich mit Freunden und Bekannten zu vernetze


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Product Details
  • ISBN-13: 9783346420206
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 150
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3346420205
  • Publisher Date: 27 Apr 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 204 gr


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Ermittlung der Schlüsselphasen im B2B-Sales Prozess zur Implementierung von Social Media und Social Selling. Ein Unternehmensbeispiel
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