Sales strategy information base

Holger Dannenberg and Dirk Zupancic

Chapter 6 in Excellence in Sales, 2009, pp 73-83 from Springer

Abstract: Abstract Every professional strategy is based on good analysis. The same applies to the sales strategy. The available instruments and tools are similar to those used in the corporate and marketing strategies. The corporate strategy specifies the customers and competitors as part of the definition of the relevant market. The marketing strategy should already be based upon an analysis of market segments. In the text that follows, therefore, we do not want to repeat information from standard textbooks on analysis for corporate and marketing strategies. A number of established sources already exist for this purpose. We will only explain those instruments and content we regard as being particularly relevant to the sales strategy.

Keywords: Marketing Strategy; Distribution Channel; Customer Relationship Management; Corporate Strategy; Relevant Market (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-8782-2_6

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DOI: 10.1007/978-3-8349-8782-2_6

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