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The Use of Marketing and Sales Management Tools and Techniques

  • Andrew Cox
  • Chris Lonsdale
  • Joe Sanderson
  • Glyn Watson

Abstract

For students or managers exposed to the marketing and sales arena for the first time it can be like entering a different country, with a language all of its own. It is a world of dogs, cows, wildcats and problem children. It is a world where practitioners talk about above-the-line and below-the-line, use E-metrics and undertake probability samples. For this reason marketing has given rise to so many different tools and techniques that it would come as something of a surprise if practitioners did not make extensive use of codified management practices.

Keywords

Strategy Function Industry Sector Relationship Marketing Unique Product Spot Market 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

  1. Cox, A. (1997), Business Success, Helpston, UK: Earlsgate Press.Google Scholar
  2. Evans, P. & Wurster, T. S. (2000), Blown to Bits, Boston, Mass: Harvard Business School Press.Google Scholar
  3. Kotler, P. (1994), Marketing Management, Englewood Cliffs, NJ: Prentice Hall.Google Scholar
  4. Macrae, C. (1991), World Class Brands, Reading, MA: Addison Wesley.Google Scholar

Copyright information

© Andrew Cox, Chris Lonsdale, Joe Sanderson and Glyn Watson 2005

Authors and Affiliations

  • Andrew Cox
  • Chris Lonsdale
  • Joe Sanderson
  • Glyn Watson

There are no affiliations available

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