Le marketing B to B dans l’industrie du chauffage : Focus sur les opérations commerciales

Abstract : This thesis proposes a reflection on the business operations in Viessmann France SAS and more generally for firms which are working in the field of heating. Viessmann through service sales Promotion/Communication offers new business operations in order to increase sales. Among these operations, some are more successful than others. My goal is to explain which ones had the most success, which can be translate into a strong support of installers, the first customer of Viessmann and therefore, the ones which should propose regularly. Indeed, Viessmann is in a “give and take” with its installers. The company sells its products only to installers. In order to help them sell more, Viessmann offers many services as support tools for sale. To continue, we need to know the desires and motivations of the installers and then provide business operations that can interest artisans and which they could adhere. A presentation of the company, a market rese arch with the main actors in the heating market and an explanation of various business operations bring me answers to this issue: which business operations Viessmann should develop?
Document type :
Master thesis
File URL :
http://docnum.univ-lorraine.fr/prive/ESM_M_2010_CORDIER_LYDIE.pdf
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https://hal.univ-lorraine.fr/hal-01947290
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Submitted on : Thursday, December 6, 2018 - 4:05:18 PM
Last modification on : Friday, December 7, 2018 - 1:01:40 AM

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  • HAL Id : hal-01947290, version 1

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Lydie Cordier. Le marketing B to B dans l’industrie du chauffage : Focus sur les opérations commerciales. Gestion et management. 2011. ⟨hal-01947290⟩

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