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Full Description
The definitive text that connects sales theory to the practical implications of selling in today's world Selling and Sales Management, 12th Edition, by Jobber, Lancaster and Le Meunier-FitzHugh provides an integrated and strategic approach to managing sales and customer relations in a complex, volatile and global marketplace. Fully updated with the latest case studies and practical exercises, the new edition covers leading research into the use of technology to enhance the selling process, as well as the recent thinking in customer relationship management and the interactions between sales and marketing functions.
The text is well grounded for undergraduate and postgraduate students in business management or marketing degrees, as well those studying MBA or sales professionals in the field.
The new edition offers:
Expanded coverage of the management of sales channels
Updated content on the role of social media and artificial intelligence in selling
A fully revised chapter on sales management
Increased coverage of strategic selling and partnering
Discussion on the interactions between sales and marketing functions
Extended discussion on customer management
New and updated practical illustrations, examples and cases
About the authors:
David Jobber is Emeritus Professor of Marketing at University of Bradford and has served on the editorial boards of numerous marketing and sales management journals. He was appointed as Special Advisor to the Research Assessment Exercise panel and has also received the Academy of Marketing Life Achievement award for distinguished services to marketing.
Geoff Lancaster is Dean of Academic Studies at the London School of Commerce. He was formerly Senior Examiner and Academic Adviser to the Chartered Institute of Marketing and Chief Examiner to the Institute of Sales and Marketing Management.
Kenneth Le Meunier-FitzHugh is a Visiting Fellow at IMD (Switzerland), Warwick University and EIPM. He has taught at several universities in the UK including the LSE, St Andrews, Cranfield and UEA. He has also held senior sales and marketing roles in the past for several organisations, including Yamaha and HSBC.
Contents
List of figures
List of tables
About the authors
Preface
Acknowledgements
Part One: Sales perspective
The role of selling
The marketing concept
Sales and marketing planning
Part Two: Sales environment
Consumer and organisational buyer behaviour
Sales contexts
International selling
Part Three: Sales practice
Sales responsibilities and preparation
Personal selling skills
Relationship selling
Key account management
Selling through technology
Part Four: Sales management
Sales management and CRM systems
Structuring the sales force and rewards
Recruitment and selection
Motivation and training
Sales forecasting and budgeting
Sales force evaluation
Appendix: Case studies and discussion questions
Index
