With each chapter written by a team of sales executives and
academics specializing in sales research and theory, Bauer and the
editors of this unique volume examine the five major selling trends
today and provide detailed discussion and real-world examples of
them. Selling is dynamic and companies must be quick to realize
when a change in the way selling is done is imminent and adapt
themselves to it. Now that sales research is firmly legitimized in
the academic community, the views of academics on these problems
and issues can be brought to the forefront of corporate attention.
As a powerful insight into what's what in the world of selling, how
that world is evolving, and what it all means for corporations
engaged in a vigorous sales enterprise, this book will be
thoughtful and provocative reading.
It is evident now that little of the academic research in
selling was ever making its way usefully to corporate marketing and
sales executives. Nor were academics always eager to hear what the
corporate practitioners had to say, or to enfold corporate
experience into their own thinking and teaching. There was a gap
between what was happening in the field and what was being taught
in the classroom, while sales managers, trainers, and consultants
hunted for new conceptual frameworks to guide the development and
implementation of hands-on sales strategy. A series of programs
first held in 1990 led to a major breakthrough in the creation of a
dialogue between professors and executives. The present volume
reflects that dialogue, not only in the topics it covers but in the
way the topics are presented: jointly, with academics collaborating
with practitioners.
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