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The Use of Marketing and Sales Management Tools and Techniques

In: The Right Tools for the Job

Author

Listed:
  • 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.

Suggested Citation

  • Andrew Cox & Chris Lonsdale & Joe Sanderson & Glyn Watson, 2005. "The Use of Marketing and Sales Management Tools and Techniques," Palgrave Macmillan Books, in: The Right Tools for the Job, chapter 5, pages 124-155, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50920-7_5
    DOI: 10.1057/9780230509207_5
    as

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