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Over the past quarter of a century, Selling and Sales Management
has proved itself to be the definitive text in this exciting and
fast-paced subject area. This new edition comes fully updated with
new case studies, using working businesses to connect sales theory
to the practical implications of selling in a modern environment.
It also contains the results from cutting-edge research that
differentiates it from most of its competitors. The book continues
to place emphasis on global aspects of selling and sales
management. Topics covered include technological applications of
selling and sales management, ethics of selling and sales
management, systems selling and a comprehensive coverage of key
account management. New to this edition New case studies and
practical exercises. Fully updated coverage of strategic selling
and partnering. Expanded coverage of ethical issues. Enhanced
discussion of the role of social media in selling. Expanded
coverage of the management of sales.
The overall success of an organization is dependent on how
marketing is able to inform strategy and maintain an operational
focus on market needs. With an array of examples and case studies
from around the world, Lancaster and Massingham's vital study
offers an alternative to the traditional American focused teaching
materials currently available. This second edition has been fully
revised and updated, including a new chapter on digital marketing
written by Dr Wilson Ouzem. Topics covered include: consumer and
organizational buyer behaviour product and innovation strategies
direct marketing Social media marketing Designed and written for
undergraduate, MBA and masters students in marketing management
classes, Essentials of Marketing Management builds on the
successful earlier edition to provide a solid foundation to
understanding this core topic.
The overall success of an organization is dependent on how
marketing is able to inform strategy and maintain an operational
focus on market needs. With an array of examples and case studies
from around the world, Lancaster and Massingham's vital study
offers an alternative to the traditional American focused teaching
materials currently available. This second edition has been fully
revised and updated, including a new chapter on digital marketing
written by Dr Wilson Ouzem. Topics covered include: consumer and
organizational buyer behaviour product and innovation strategies
direct marketing Social media marketing Designed and written for
undergraduate, MBA and masters students in marketing management
classes, Essentials of Marketing Management builds on the
successful earlier edition to provide a solid foundation to
understanding this core topic.
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