The Use of Marketing and Sales Management Tools and Techniques
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.
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