This text demonstrates why today's competitive environment demands a new approach to marketing, in which sales take on increased strategic significance. It shows companies how to realign a range of internal structures, and presents new ideas on the nature of selling.
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ISBN-13
978-0-87584-444-2 (9780875844442)
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Schweitzer Klassifikation
Part 1 New marketing requirements: the need for tighter linkages; the marketing gearbox - roles and responsibilities; marketing dialects. Part 2 Building links: structural linkages; market research and information systems; career paths and training programmes. Part 3 Managing field marketing requirements: account management systems; sales compensation; customer service; building the concurrent marketing capabilities.
