Essentials of Marketing Management by Geoffrey Lancaster & Lester Massingham

Author:Geoffrey Lancaster & Lester Massingham [Lancaster, Geoffrey]
Language: eng
Format: azw3
ISBN: 9781351709071
Publisher: Taylor and Francis
Published: 2017-08-23T04:00:00+00:00

Introduction

Selling is a universal activity; everybody sells something. In a modern market economy, selling is an important and sophisticated activity. In less advanced societies, selling is simple, often amounting to no more than barter. In this chapter we examine the important role of the sales force in overall marketing activities, and the relationship between marketing and sales functions.

Selling is a process to make a sale, but personal selling is more than this. Selling can be done remotely through mailshots or advertisements, or personally – that is, face-to-face, which demands interpersonal skills and training and it is a highly professional activity. We examine the key steps in managing the sales force, from recruitment and training to territory design, sales call planning and control and remuneration, as well as the steps in personal selling and considerations in managing these effectively. We also examine emerging trends in selling and sales management.

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