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Published in: Marketing Review St. Gallen 6/2015

01-12-2015 | Schwerpunkt

Social-Media-Kompetenz: Der vergessene Erfolgsfaktor im modernen Vertrieb

Authors: Melanie Bowen, Alexander Haas

Published in: Marketing Review St. Gallen | Issue 6/2015

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Business-to-Business-Unternehmen versuchen verstärkt, soziale Medien im Vertrieb einzusetzen. Häufig bleibt der Erfolg dieser Initiativen weit hinter den Erwartungen zurück. Ein wichtiger Grund dafür ist, dass bisher die Social-Media-Kompetenz der Verkäufer vernachlässigt wird. Dieser Beitrag zeigt, dass die Social-Media-Kompetenz ein wichtiger Erfolgsfaktor im modernen Vertrieb ist. Die Ergebnisse sind beispielsweise für die Auswahl der richtigen Mitarbeiter und Konzeption geeigneter Personalentwicklungsmaßnahmen relevant. …
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Metadata
Title
Social-Media-Kompetenz: Der vergessene Erfolgsfaktor im modernen Vertrieb
Authors
Melanie Bowen
Alexander Haas
Publication date
01-12-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 6/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0581-x