Selling and Sales Management - Couverture souple

Jobber, David; Lancaster, Geoffrey

Couverture souple

ISBN 10 : 0273625926 ISBN 13 : 9780273625926

Editeur : Pearson Education Limited, 1997

Synopsis

Entièrement mis à jour et révisé, ce texte faisant autorité fournit aux étudiants en vente et en marketing à la fois un cadre théorique et une formation efficace dans toute la gamme des techniques pratiques de vente et de marketing. La quatrième édition a été considérablement améliorée par l'inclusion de beaucoup de matériel supplémentaire couvrant les thèmes et sujets émergents. Des informations nouvelles et étendues dans les domaines du marketing direct, du soutien à la vente assistée par ordinateur, du marketing commercial, de la vente et des prévisions sur les grands comptes améliorent la couverture et la pertinence d'un manuel déjà cohérent et complet.
Pour élargir la compréhension de l'application des idées contenues dans le livre, une plus grande importance a été accordée aux aspects internationaux (et pas seulement européens) de la vente. Cela se reflète dans la couverture améliorée du rôle de l'agent et du distributeur dans la vente et le marketing.

A propos du livre

Quatrième de couverture

SELLING AND SALES MANAGEMENT, 6/E

DAVID JOBBER & GEOFF LANCASTER

This best-selling textbook, Selling and Sales Management, now in its sixth edition, has been revised and updated to take account of recent developments in the theory and practice of selling.

Selling and Sales Management

is logically structured in five parts covering the sales perspective �?? the role of selling within the wider context of marketing; the sales techniques �?? the practice of selling; the sales environment �?? sales channels; sales management �?? recruitment, training, motivation and organisation; and sales control �?? budgets, salesforce evaluation and sales forecasting. The book is ideal for all students on sales management, marketing and business studies courses as well as field salespeople and sales managers.

 

The book is essential reading for students taking the CIM Certificate in Selling, the Advanced Certificate in Sales Management, and those taking professional studies examinations for CAM, the Institute of Sales and Marketing Management and LCCI.

This edition continues to place emphasis on the international aspects of selling and sales management to reflect the importance of international markets to companies.

 

Updates to the book include:

• A new chapter on Internet and Information Technology Applications in Sales, which includes a section on Customer Relationship Management.

• A chapter devoted to Direct Marketing.

• Many new and updated case studies.

• An expansion of the �??�??Selling and Sales Management in Action�??�?? case histories.

• An expansion on Ethics in Sales.

• A new section on Leadership within the Motivation and Training chapter.

• Coverage of selling as a career.

 

 

David Jobber is Professor of Marketing at Bradford University as well as being on the editorial board of a number of selling and sales management journals.

 

Geoff Lancaster is Professor of Marketing at London Metropolitan University, and Chairman of Durham Associates Ltd. He is also Chief Examiner of the Institute of Sales and Marketing Management.

Présentation de l'éditeur

Fully updated and revised, this authoritative text provides sales and marketing students with both a theoretical Frameworks and effective training in the whole range of practical sales and marketing techniques. The fourth edition has been substantially improved by the inclusion of much additional material covering emerging themes and topics. New and expanded information in the areas of direct marketing, computer aided sales support, trade marketing, major account selling and forecasting improve the coverage and relevance of an already coherent and comprehensive textbook.
To broaden understanding of the application of ideas contained in the book, greater emphasis has been placed on international (not just European) aspects of selling. This is reflected in the improved coverage of the role of the agent and distributor in selling and marketing.

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 1997
• Langue: anglais
• ISBN 10: 0273625926
• ISBN 13: 9780273625926
• Reliure: Broché
• Numéro d'édition: 4
• Nombre de pages: 448
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie