Download Business Project Management and Marketing: Mastering by Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger PDF

By Michael Kleinaltenkamp, Wulff Plinke, Ingmar Geiger

Marketing and enforcing large-volume orders and significant tasks demands particular kinds of services. This textbook bargains with all the administration initiatives concerned: order administration, inquiry evaluate and inspiration instruction, pricing and profit making plans, order financing and fiscal engineering, agreement administration, negotiation administration, venture administration, and eventually undertaking cooperation. Adopting a cross-sector point of view, it examines either conventional production industries and business-to-business providers. All contributions are awarded in an obtainable sort, making the publication well-suited as either a managerial textbook and beneficial useful consultant.

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Object-oriented structuring: Tasks are bundled according to affiliation with certain objects (Diller 2001). • Process-oriented structuring: Tasks are bundled according to affiliation with corporate processes (Picot et al. 2003; Jacob 1996). 36 F. Jacob Table 5 Structural alternatives in marketing and sales Functional Structuring criteria Tasks Object-oriented Products Regions Groups of customers (Key)customers Projects Process-oriented Core processes in marketing Structural units Sales force (acquisition) Internal sales (order logistics) Salesperson support Communication (advertising/trade fairs) Information (market research/EDP) ...

See Homburg et al. (1997, p. 27) for the general meaning that is assigned to the process organization. Vertical organization Horizontal organization Business process Business process Business process Fig. 13 Vertical and horizontal organization (Jacob 1996, p. 195) 38 F. 2 Business Opportunity Management An approach can be mentioned as exemplary in this context, which is currently introduced in day-to-day practice in companies under designations like ‘Business Opportunity Management’ or ‘Opportunity Management’.

A thorough analysis of transaction situations and a systematic planning of the transaction take place so that these successes can be ensured. If the execution of the transaction takes place for the purpose of planning then a receipt of order and a successful implementation of the order will in any case acquire likelihood. However, this mostly involves interactive processes particularly for transactions in business to business markets (Sect. 4). This means the partners involved perform interactively and they also react to each other within individual transactions under exploitation of degrees of freedom.

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