Abstract
The focus here is on the identification of change and trends in the marketplace, representing an essential skill for any sales organization. The authors develop a model that considers change-related information in five different areas:
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The company’s own position in the market under review,
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Competitor behavior in the market under review,
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Customer behavior,
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General market characteristics, and
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Other environmental factors.
As in other sections of the book, the authors lay out detailed approaches to tackling this information challenge.
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Kuester, S., Homburg, Ch, Robertson, T., & Schäfer, H. (2001). Verteidigungsstrategien gegen neue Wettbewerber – Bestandsaufnahme und empirische Untersuchung. Zeitschrift für Betriebswirtschaft, 71(10), 1191–1215.
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© 2012 Springer-Verlag Berlin Heidelberg
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Homburg, C., Schäfer, H., Schneider, J. (2012). The Market: Identify Trends at an Early Stage. In: Sales Excellence. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-29169-2_14
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DOI: https://doi.org/10.1007/978-3-642-29169-2_14
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Publisher Name: Springer, Berlin, Heidelberg
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Online ISBN: 978-3-642-29169-2
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