Improving Sales and Marketing Collaboration: A Step-by-Step Guide (Selling and Sales Force Management Collection)

Avinash Malshe; Wim Biemans

ISBN 10: 1606498029 / ISBN 13: 9781606498026

Editore: Business Expert Press, 2014

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Dati bibliografici

• Titolo: Improving Sales and Marketing Collaboration: A Step-by-Step Guide (Selling and Sales Force Management Collection)
• Editore: Business Expert Press
• Data di pubblicazione: 2014
• Lingua: Inglese
• ISBN 10: 1606498029
• ISBN 13: 9781606498026
• Rilegatura: Brossura
• Condizione: New

Descrizione articolo

Riassunto

This book discusses the often problematic relationship between marketing and sales in B2C and B2B firms in terms of the inherent (and the ones that crop up from time to time) problems, causes and solutions. The book presents the material in five short chapters. The target audience for this book is primarily sales and marketing managers in corporate settings as well as graduate business students who will eventually end up in managerial roles. Therefore, this book is focused on being as managerially relevant as possible. Accordingly, we use language easily accessible by managers and limit references to scholarly marketing literature, presenting it non-intrusively, when needed. We illustrate the major issues covered in each of the chapters with material from four or five high-profile cases of well-known US firms.

L'autore

Avinash Malshe is associate professor of marketing at the University of St. Thomas, MN. He received his PhD from the University of Nebraska-Lincoln. Avinash has published a large number of scientific papers in leading marketing and business journals on sales-marketing interface dynamics and he is recognized as a thought leader in this area. He frequently speaks in executive seminars on this topic and helps companies harmonize the sales-marketing interface so they can develop and implement winning marketing strategies.