Transformational Sales Making a Difference with Strategic Customers
Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guidin
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Philip Kotler Marian Dingena Waldemar Pfoertsch
Transformational Sales Making a Difference with Strategic Customers
Philip Kotler Kellogg School of Management Northwestern University Evanston; IL, USA
Waldemar Pfoertsch Business School Pforzheim Pforzheim University Pforzheim, Germany
Marian Dingena MPCN, Action Learning & Business Coaching/ Rotterdam School of Management The Hague, The Netherlands
ISBN 978-3-319-20605-9 DOI 10.1007/978-3-319-20606-6 Springer Cham Heidelberg New York Dordrecht London
ISBN 978-3-319-20606-6 (eBook)
Library of Congress Control Number: 2015948263 Springer International Publishing Switzerland © Springer International Publishing Switzerland 2016 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com)
Life is like riding a bicycle. To keep your balance you must keep moving. Albert Einstein
To Eva and Peter for eliciting learning of the most profound kind: giving insight into the essence of unconditional love. Marian Dingena I would like to thank all of you who helped me to keep moving in the last years in particularly Marian and Susanne. Waldemar Pfoertsch To Nancy, with everlasting love. Philip Kotler
Foreword
At Vodafone Global Enterprise, I experience that we are entering a new, transformative era in human and business relations. In particular with our enterprise customers we are driving change and making a difference within the market. Since management and employees want to develop and keep up with demand, we need to understand the unspoken customer needs and transform ourselves and our offerings. This new book of Kotler, Dingena and Pfoertsch, presents the proven concepts for this transformational journey. They present a perspective and a road map, which guides you and your company or institutio
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