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Concurrent Marketing : Integrating Product, Sales and Service - Frank V. Cespedes

Concurrent Marketing

Integrating Product, Sales and Service

Hardcover Published: 1st September 1995
ISBN: 9780875844442
Number Of Pages: 307

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Concurrent Marketing examines certain "key interfaces" that exist between sales, marketing, and customer service. Shows how the field sales force serves as a crucial link in organizing and implementing marketing efforts, examines issues that can impede effective integration of the three groups, and provides specific examples of how different companies address these issues as they move toward interdependence.

The Need for Tighter Linkagesp. 3
The Marketing Gearbox: Roles and Responsibilitiesp. 29
Marketing Dialectsp. 58
Structural Linkagesp. 89
Market Research and Information Systemsp. 116
Career Paths and Training Programsp. 148
Account Management Systemsp. 185
Sales Compensationp. 217
Customer Servicep. 243
Building Concurrent Marketing Capabilitiesp. 267
Notesp. 283
Indexp. 297
About the Authorp. 307
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780875844442
ISBN-10: 0875844448
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 307
Published: 1st September 1995
Country of Publication: US
Dimensions (cm): 24.13 x 16.15  x 2.95
Weight (kg): 0.65

Earn 86 Qantas Points
on this Book