Kenneth Le Meunier-FitzHugh – författare

The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Many organizations are facing escalating costs and a growth in customer power, which makes it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales are responsible for building customer knowledge, networking both internally and externally to help create additional customer value, as well as the more traditional role of managing customer relationships and selling. The text considers how sales organizations are responding to increasing competition, more demanding customers and a more complex selling environment. We identify many of the challenges facing organisations today and offers discussions of some of the possible solutions. This book considers the changing nature of sales and how activities can be aligned within the organization, as well as marketing sensing, creating customer focus and the role of sales leadership. The text will include illustrations (short case studies) provided by a range of successful organizations operating in a number of industries. Sales and senior management play an important role in ensuring that the sales teams' activities are aligned to business strategy and in creating an environment to allow salespeople to be more successful in developing new business opportunities and building long-term profitable business relationships. One of the objectives of this book is to consider how conventional thinking has changed in the last five years and integrate it with examples from sales practice to provide a more complete picture of the role of sales within the modern organization.

The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Many organizations are facing escalating costs and a growth in customer power, which makes it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales are responsible for building customer knowledge, networking both internally and externally to help create additional customer value, as well as the more traditional role of managing customer relationships and selling. The text considers how sales organizations are responding to increasing competition, more demanding customers and a more complex selling environment. We identify many of the challenges facing organisations today and offers discussions of some of the possible solutions. This book considers the changing nature of sales and how activities can be aligned within the organization, as well as marketing sensing, creating customer focus and the role of sales leadership. The text will include illustrations (short case studies) provided by a range of successful organizations operating in a number of industries. Sales and senior management play an important role in ensuring that the sales teams' activities are aligned to business strategy and in creating an environment to allow salespeople to be more successful in developing new business opportunities and building long-term profitable business relationships. One of the objectives of this book is to consider how conventional thinking has changed in the last five years and integrate it with examples from sales practice to provide a more complete picture of the role of sales within the modern organization.

Very Short Introductions: Brilliant, Sharp, InspiringMarketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

The Oxford Handbook of Strategic Sales and Sales Management is an unrivalled overview by leading academics in the field of sales and marketing management. Sales theory is experiencing a renaissance driven by a number of factors, including building profitable relationships, creating/delivering brand value, strategic customer management, sales and marketing relationships, global selling, and the change from transactional to customer relationship marketing. Escalating sales and selling costs require organisations to be more focused on results and highlight the shifting of resources from marketing to sales. Further the growth in customer power now requires a strategic sales response, and not just a tactical one. The positioning of sales within the organisation, the sales function and sales management are all discussed. The Handbook is not a general sales management text about managing a sales force, but will fill a gap in the existing literature through consolidating the current academic research in the sales area. The Handbook is structured around four key topics. The first section explores the strategic positioning of the sales function within the modern organisation. The second considers sales management and recent developments. The third section examines the sales relationship with the customer and highlights how sales is responding to the modern environment. Finally, the fourth section reviews the internal composition of sales within the organisation. The Handbook will provide a comprehensive introduction to the latest research in sales management, and is suitable for academics, professionals, and those taking professional qualifications in sales and marketing.

The Oxford Handbook of Strategic Sales and Sales Management is an unrivalled overview by leading academics in the field of sales and marketing management. Sales theory is experiencing a renaissance driven by a number of factors, including building profitable relationships, creating/delivering brand value, strategic customer management, sales and marketing relationships, global selling, and the change from transactional to customer relationship marketing. Escalating sales and selling costs require organizations to be more focused on results and highlight the shifting of resources from marketing to sales. Further the growth in customer power now requires a strategic sales response, and not just a tactical one. The positioning of sales within the organization, the sales function, and sales management are all discussed. The Handbook fills a gap in the existing literature through consolidating the current academic research in the sales area. The Handbook is structured around four key topics. The first section explores the strategic positioning of the sales function within the modern organization. The second considers sales management and recent developments. The third section examines the sales relationship with the customer and highlights how sales is responding to the modern environment. Finally, the fourth section reviews the internal composition of sales within the organization. The Handbook will provide a comprehensive introduction to the latest research in sales management, and is suitable for academics, professionals, and those taking professional qualifications in sales and marketing.

Sales are the lifeblood of the business world and therefore an area of fundamental importance for scholarly research. This concise book analyses current thoughts and emerging practices in sales management research.Organisations who are looking to increase revenues and add new customers to their portfolio will find it increasingly difficult to successfully do this without being aware of and adopting the appropriate, adaptive sales processes. Emergent themes such as agile sales management, digital selling, artificial intelligence and trust will be discussed in the book that also embraces the importance of customer relationship management, and how salespeople are aligning their interactions with the marketing function. The text will review recent research to identify how to grow and organise the sales pipeline, manage hybrid sales teams, and the effects of new technologies on selling processes. These discussions will be helpful in highlighting issues and providing some solutions to practitioners who are operating in new environments.This book will be invaluable to sales researchers as it summarises current knowledge about key sales and sales management topics and indicates possible future research directions.

Sales are the lifeblood of the business world and therefore an area of fundamental importance for scholarly research. This concise book analyses current thoughts and emerging practices in sales management research.Organisations who are looking to increase revenues and add new customers to their portfolio will find it increasingly difficult to successfully do this without being aware of and adopting the appropriate, adaptive sales processes. Emergent themes such as agile sales management, digital selling, artificial intelligence and trust will be discussed in the book that also embraces the importance of customer relationship management, and how salespeople are aligning their interactions with the marketing function. The text will review recent research to identify how to grow and organise the sales pipeline, manage hybrid sales teams, and the effects of new technologies on selling processes. These discussions will be helpful in highlighting issues and providing some solutions to practitioners who are operating in new environments.This book will be invaluable to sales researchers as it summarises current knowledge about key sales and sales management topics and indicates possible future research directions.

The definitive text that connects sales theory to the practical implications of selling in today's world

Selling and Sales Management, 12th Edition, by Jobber, Lancaster and Le Meunier-FitzHugh provides an integrated and strategic approach to managing sales and customer relations in a complex, volatile and global marketplace. Fully updated with the latest case studies and practical exercises, the new edition covers leading research into the use of technology to enhance the selling process, as well as the recent thinking in customer relationship management and the interactions between sales and marketing functions.

The text is well grounded for undergraduate and postgraduate students in business management or marketing degrees, as well those studying MBA or sales professionals in the field.

The new edition offers:

Expanded coverage of the management of sales channels Updated content on the role of social media and artificial intelligence in selling A fully revised chapter on sales management Increased coverage of strategic selling and partnering Discussion on the interactions between sales and marketing functions Extended discussion on customer management New and updated practical illustrations, examples and cases

About the authors:

David Jobber is Emeritus Professor of Marketing at University of Bradford and has served on the editorial boards of numerous marketing and sales management journals. He was appointed as Special Advisor to the Research Assessment Exercise panel and has also received the Academy of Marketing Life Achievement award for distinguished services to marketing.

Geoff Lancaster is Dean of Academic Studies at the London School of Commerce. He was formerly Senior Examiner and Academic Adviser to the Chartered Institute of Marketing and Chief Examiner to the Institute of Sales and Marketing Management.

Kenneth Le Meunier-FitzHugh is a Visiting Fellow at IMD (Switzerland), Warwick University and EIPM. He has taught at several universities in the UK including the LSE, St Andrews, Cranfield and UEA. He has also held senior sales and marketing roles in the past for several organisations, including Yamaha and HSBC.