The Oxford Handbook of Strategic Sales and Sales Management (Oxford Handbooks in Business and Management)
Автор:David W. Cravens, Kenneth Le Meunier-FitzHugh, Nigel F. Piercy Год: 2012 Издание: [не указанo] Страниц: 664 ISBN: 0199664617 The Oxford Handbook of Strategic Sales and Sales Management is an unrivalled overview by leading academics in the field of sales and marketing management. Sales theory is experiencing a renaissance driven by a number of factors, including building profitable relationships, creating/delivering brand value, strategic customer management, sales and marketing relationships, global selling, and the change from transactional to customer relationship marketing. Escalating sales and selling costs require organizations to be more focused on results and highlight the shifting of resources from marketing to sales. Further the growth in customer power now requires a strategic sales response, and not just a tactical one. The positioning of sales within the organization, the sales function, and sales management are all discussed. The Handbook fills a gap in the existing literature through consolidating the current academic research in the sales area. The Handbook is structured around four key...
