Making marketing strategies work (English)

This complex and ambitious book examines the discrepancy between a carefully formulated strategic plan and its less precise implementation. Such a lack of alignment, which companies are rarely aware of, can have a detrimental effect on both customer interactions and final business results.

The author addresses a very important issue in business management - how to create value for customers and what role a company’s sales force plays in this process. The key argument is that salespeople have a tremendous impact on a company’s business success because they meet customers first. If salespeople are to be really effective, top managers need to view their behaviour as an important strategic choice and stand consistently behind it.

Mehka vezava, 15 x 21 cm, 338 strani.