search query: @author Kashani, K. / total: 12
reference: 11 / 12
| Author: | Kashani, K. |
| Title: | From strategy to sales. |
| Journal: | Management Decision
1987 : VOL. 25:4, p. 10-14 |
| Index terms: | MARKETING MANAGEMENT SALES MANAGEMENT |
| Language: | eng |
| Abstract: | The problems and pitfalls of translating marketing strategy into sales force behavior are examined. A consideration of the theoretical relationship between marketing and sales roles is made. Five case studies are discussed: the missing strategy; the uniformed sales force; successful sales management; the missing directives; the chain in action. Practical guidance on the steps to successful enactment of strategy, including good communications, the definition of the desired behavior, the sales management policies that reflect long-term strategic aims. Strategic planning is shown to require a chain of management decisions. The practical implications are summarized. |
SCIMA