The Use of Marketing and Sales Management Tools and Techniques

Andrew Cox, Chris Lonsdale, Joe Sanderson and Glyn Watson

Chapter 5 in The Right Tools for the Job, 2005, pp 124-155 from Palgrave Macmillan

Abstract: Abstract For students or managers exposed to the marketing and sales arena for the first time it can be like entering a different country, with a language all of its own. It is a world of dogs, cows, wildcats and problem children. It is a world where practitioners talk about above-the-line and below-the-line, use E-metrics and undertake probability samples. For this reason marketing has given rise to so many different tools and techniques that it would come as something of a surprise if practitioners did not make extensive use of codified management practices.

Keywords: Strategy Function; Industry Sector; Relationship Marketing; Unique Product; Spot Market (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50920-7_5

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DOI: 10.1057/9780230509207_5

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