000			03274nam a22003015i 4500
001			403152
003			ES-MaUEC
005			20240603113729.0
007			cr nn 008mamaa
008			230215s2023 gw | o |||| 0|eng d
020			_a9783658391966
024	7		_a10.1007/978-3-658-39196-6 _2doi
040			_aES-MaUEC _bspa _cES-MaUEC _dES-MaUEC
050		4	_aHF5438.4 _b2023 EB
100	1		_aRainsberger, Livia. _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut
245	1	4	_aThe Modern Customer - the PHANTOM : _bCustomers on the Run: How Sales must Respond to Radically New Buying Behavior _cby Livia Rainsberger
250			_a1st ed. 2023
264		1	_aWiesbaden _bSpringer International Publishing _c2023
300			_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
505	0		_aThe 3E world: enthusiasm, rush, simplicity -- The 3I person: incognito, informed, independent -- The new B2B customer, the PHANTOM: passionate, highly informed, autonomous, benefit-oriented, terrorised, opportune, mobile -- The (un)conscious motives of the new B2B customer: Characteristics, behaviour, needs and expectations -- Realigning sales to the modern customer: Positioning and offering, sales models and processes, customer approach and acquisition.
520			_aThis book shows how companies can - and must - adapt their sales strategies and processes to changing customer expectations in times of digital transformation and markets volatility. How can sales address, win and retain the modern customer, an intangible PHANTOM in the digital space? The digital world is characterized by eagerness, ease and enthusiasm. Nowadays, people have unlimited and instant access to manifold information and thus they believe to be knowledgeable, autonomous and independent. As customers, they actively elude traditional sales and marketing on their way to a buying decision - in B2C and B2B alike. To reach these modern customers, companies must synchronize their sales approaches with their customers' decision-making processes and rethink selling. In this context, the author offers a wealth of suggestions with examples and provocative theses. A stirring and inspiring book for anyone interested in state-of-the-art sales and marketing: sales management and staff or entrepreneurs and start-ups. Content insights: What shapes our world and economy today How the modern customer behaves and what he expects How to reach the PHANTOM customer How the buying decision process evolves in a digital world What the new sales process must ensure The author Livia Rainsberger, founder of the sales consulting company WISSENCE, is helping companies to master the digital transformation of their sales organizations, both at national and international level, in B2B and B2C alike. Her books "AI - the new intelligence in sales" (2021) and "Digital transformation in sales" (2021) have also been published by Springer Gabler.
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-39196-6 _zAcceso a este recurso digital (usuarios Universidad Europea de Madrid)
942			_2lcc _cLE
988			_aSpringer_Psychology_2023
999			_c403152 _d403152