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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
Product Description
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.
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
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First Sentence:
Traditionally, macroeconomists as well as marketing theorists have distinguished between manufacturing and service businesses. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
new marketing requirements, formal liaison units, concurrent marketing, nonproduct elements, account selection decisions, brand personnel, new marketing environment, customer contact activities, account selection criteria, medical products firm, account management systems, merchandising personnel, sales management system, brand assistants, sales compensation plan, key interdependencies, consumer goods firms, external responsiveness, postsale services, sales coordination, linkage devices, sales tasks, drive vendor, marketing interfaces, merchandising support Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Packaged Products Company, Gary Cohen New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Traditionally, macroeconomists as well as marketing theorists have distinguished between manufacturing and service businesses. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
new marketing requirements, formal liaison units, concurrent marketing, nonproduct elements, account selection decisions, brand personnel, new marketing environment, customer contact activities, account selection criteria, medical products firm, account management systems, merchandising personnel, sales management system, brand assistants, sales compensation plan, key interdependencies, consumer goods firms, external responsiveness, postsale services, sales coordination, linkage devices, sales tasks, drive vendor, marketing interfaces, merchandising support Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Packaged Products Company, Gary Cohen New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 47
books:
See all 47 books this book cites
4
books
cite this book:
- Going to Market: Distribution Systems for Industrial Products by E. Raymond Corey in Back Matter (1), and Back Matter (2)
- Personal Selling: Building Customer Relationships and Partnerships by Rolph E. Anderson in Front Matter, and Back Matter
- Marketing Management: Strategies and Programs by Joseph P Guiltinan in Back Matter (1), and Back Matter (2)
- The Information Mosaic by McKinnon in Back Matter
- Industrial Marketing (A Century of Marketing) by John H. Frederick in Back Matter
See all 47 books this book cites
- Kotler on Marketing: How to Create, Win, and Dominate Markets by Philip Kotler on page 181, Back Matter (1), and Back Matter (2)
- Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation by Nirmalya Kumar in Back Matter
- Emerging Trends in Sales Thought and Practice by Gerald J. Bauer in Back Matter
- Business To Business Marketing by Victor Hunter in Back Matter
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