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Description - The Fundamentals of Business-to-Business Sales & Marketing by John Coe

All companies are challenged to sell more each year while spending less. Budgets, as a percentage of sales, are under attack and the traditional "salesman" based selling strategy no longer works. The B2B sector has been particularly hard hit by the increasing ineffectiveness of the traditional salesman-based model. Promising new technologies available in the later 1990s seemed easy cures to the failing salesman model, but ultimately promised too much. So what's the answer? The Fundamentals of Business-to-Business Sales and Marketing will show sales and marketing executives how to revamp their sales and marketing model and fully integrate the traditional methods of the salesman approach with the most effective and proven new technologies in order to meet the ever increasing revenue and margin demands -- sell more, spend less! By following the author's prescribed plan, B2B organizations will realize substantial benefits including: Real productivity gains through the creation of a robust prospect and customer database, market research, product development. True 1-to-1 capabilities by segmenting the market and micro-clustering. Higher customer satisfaction and loyalty; buyers will be communicated to when and how they desire. More "golden moments" for salespeople; sales force will be relieved of unproductive tasks. Higher sales and profits for distributors and business partners. True ROI measurement for marketing communications Decreased cost of customer acquisition and retention. Relying heavily upon his years of success as a top database and direct marketing consultant, author John Coe promises to deliver a comprehensive, prescriptive approach to B2B sales and marketing management that is both proven and effective.

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Book Details

ISBN: 9780071408790
ISBN-10: 0071408797
Format: Hardback
(231mm x 158mm x 10mm)
Pages: 208
Imprint: McGraw-Hill Professional
Publisher: McGraw-Hill Education - Europe
Publish Date: 1-Sep-2003
Country of Publication: United States

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Author Biography - John Coe

John M. Coe is an internationally recognized authority on B2B sales and marketing. In 1980 he discovered direct marketing as a sales productivity solution and made the switch to the agency side when he founded Integrated Target Marketing, a B2B direct marketing agency. Coe has been the national direct marketing campaign manager at IBM, the senior vice president of B2B marketing at Rapp Collins Worldwide, and the president of Database Marketing Associates, a well-known B2B consulting firm. He is the founder and president of the Sales and Marketing Institute, a B2B consulting, education, and training firm based in Phoenix, Arizona. He has given hundreds of speeches and seminars throughout the world, is a frequent contributor to industry trade magazines, and leads many Direct Marketing Association sessions.