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FRONERI – Digitale B-to-B-Vertriebsunterstützung Über die Wirkungserfolge einer Tablet-basierten Applikation in Kundengesprächen

Author

Listed:
  • Thoma, Axel
  • Lukas, Oliver
  • Hacker, Christian

Abstract

Die Rolle des Verkäufers im Business-to-Business-Geschäft wandelt sich: vom Produkteverkäufer hin zum Berater, der im Dialog mit dem Kunden Mehrwert schafft. Digitale Applikationen unterstützen Verkäufer im persönlichen Kundengespräch. Was solche Applikationen zu leisten vermögen und welche Faktoren deren Wirkung beeinflussen, zeigt dieser Beitrag am Beispiel von FRONERI.

Suggested Citation

  • Thoma, Axel & Lukas, Oliver & Hacker, Christian, 2018. "FRONERI – Digitale B-to-B-Vertriebsunterstützung Über die Wirkungserfolge einer Tablet-basierten Applikation in Kundengesprächen," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 35(3), pages 82-88.
    • Handle: RePEc:zbw:hsgmrs:275984
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