Concurrent Marketing: Integrating Product, Sales, and Service [Hardcover]

Frank V. Cespedes (Author)

Book Description

Publication Date: October 1, 1995

Concurrent Marketing examines certain "key interfaces" that exist between sales, marketing, and customer service. Shows how the field sales force serves as a crucial link in organizing and implementing marketing efforts, examines issues that can impede effective integration of the three groups, and provides specific examples of how different companies address these issues as they move toward interdependence.

Editorial Reviews

From Booklist

The terms virtual corporation, continuous improvement, and total customer service are all used to describe parts of the same process, wherein producers, suppliers, and customers all work together in an ongoing effort to develop, refine, and improve products (or services). Now Cespedes, a managing partner at the Center for Executive Development in Cambridge, Massachusetts, adds concurrent marketing to that terminology and looks at the process from the context of the marketing function, with particular emphasis on the role of the sales force. Based on a four-year study of four industries (computers, telecommunications, consumer goods, and medical products), this book considers the practical aspects of coordinating organizational structure, information systems, compensation practices, training, and career paths. David Rouse

About the Author

Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.

Product Details

• Hardcover: 336 pages
• Publisher: Harvard Business Review Press; First Edition edition (October 1, 1995)
• Language: English
• ISBN-10: 0875844448
• ISBN-13: 978-0875844442
• Product Dimensions: 9.5 x 6.4 x 1.2 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,787,983 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 11 people found the following review helpful:

5.0 out of 5 stars Practical and insightful guide to the marketing process, July 19, 1998

By A Customer

This review is from: Concurrent Marketing: Integrating Product, Sales, and Service (Hardcover)

As a consultant in the area of strategic marketing, I regularly recommend this book to my clients. It is readable and unlike many business books, free of excessive jargon and simplified formulas for success (which rarely work).

Dr. Cespedes presents an analytic approach to considering the entirety of the customer experience with an organization's marketing efforts.