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Concurrent Marketing: Integrating Product, Sales, and Service de Frank V. Cespedes

Concurrent Marketing: Integrating Product, Sales, and Service

Autor Frank V. Cespedes
en Limba Engleză Hardback – 30 sep 1995
This text demonstrates why today's competitive environment demands a new approach to marketing, in which sales take on increased strategic significance. It shows companies how to realign a range of internal structures, and presents new ideas on the nature of selling.
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Specificații

ISBN-13: 9780875844442
ISBN-10: 0875844448
Pagini: 307
Dimensiuni: 162 x 241 x 29 mm
Greutate: 0.65 kg
Ediția:New.
Editura: Harvard Business Review Press
Colecția Harvard Business Review Press

Textul de pe ultima copertă

Companies today have the capability to develop higher quality products and services faster than ever before. Advances in production quality, cycle time, supply chain arrangements, and customer information - all radical improvements in "upstream" efforts to serve the customer - have altered business competition. Concurrent Marketing is the first book to show why this competitive environment demands a new, more coordinated marketing effort "downstream" in which field sales and service take on increased strategic significance. In such an environment, product management, sales, and service groups must interact more often, more quickly, and in greater depth across an increased number of products, markets, and accounts. Concurrent Marketing explains how companies can integrate the activities of these three groups and leverage functional expertise for competitive advantage. Cespedes addresses the importance of specialist expertise in cross-functional activities; the role and limits of incentives in achieving flexible coordination; the relationship between individual and organizational learning in managing change; the sales force as the fulcrum of marketing efforts; and the consequences of reengineering and team work initiatives that ignore these critical issues. Concurrent marketing presents a competitive opportunity and challenge, says Cespedes, because few firms are yet organized to respond to the new realities of the marketplace. The structures, systems, and processes required to integrate product, sales, and service groups are the building blocks of organizational excellence. They also represent a key to competitive advantage for those companies willing to take the lead.

Descriere

Concurrent Marketing explains how companies can integrate product management, sales, and service and leverage functional expertise for competitive advantage. Grounded in the author's four-year study, the book shows how companies can realign their organizational structures, information systems, compensation policies, training programs, career paths, and account management practices to meet new marketing requirements.