haku: @author Kashani, K. / yhteensä: 12
viite: 11 / 12
| Tekijä: | Kashani, K. |
| Otsikko: | From strategy to sales. |
| Lehti: | Management Decision
1987 : VOL. 25:4, p. 10-14 |
| Asiasana: | MARKETING MANAGEMENT SALES MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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