Sales Strategy and the Marketing Mix

  • Alan West


Companies must cope with different market, customer and competitor structures and are therefore obliged to develop strategies and tactics that will enable them to deal successfully with these challenges. These strategies will have implications at all levels of the firm; from manufacturing to finance and from personnel to sales. At all stages the company will strive to achieve a balance between the level of investment and the expected achievement relating to the overall company strategy; market share, return on capital employed, sales volume, or whatever criteria is deemed to be central to those objectives.


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  1. 1.
    See Kotier Marketing Management: Analysis, Planning, Control; and Hughes Marketing Management.Google Scholar
  2. 2.
    D. Cowell, The Marketing of Services. (Heinemann, 1985).Google Scholar
  3. 3.
    See J. Winkler, Pricing (Heinemann, 1982).Google Scholar
  4. 4.
    Peters and Waterman, In Search of Excellence.Google Scholar
  5. 5.
    See, for example, B. Heirs and G. Pehrson, The Mind of the Organisation (Harper & Row, 1982).Google Scholar
  6. 6.
    D.L. Kurtz and C.W. Hubbard, Sales Function and its Management (General Learning Press, 1971).Google Scholar
  7. 7.
    N.K. Dhalla, ‘Assessing the Long Term Value of Advertising’, Harvard Business Review, vol. 1 (1978).Google Scholar

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© Alan West 1987

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  • Alan West

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