Summary of The Fundamentals of Business-to-Business Sales & Marketing
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Business-to-business marketing has three components: product management, marketing communication and sales. Author John M. Coe focuses primarily on marketing communication, particularly on working with your sales team to create a more effective sales model. Few previous books have addressed the need to update the business-to-business sales process, so getAbstract welcomes this useful addition. In this concise but detailed manual, Coe addresses everything a company must know to revive its sales and marketing process, and boost its B2B sales.
In this summary, you will learn
- Why companies selling business-to-business need a new sales process;
- How it works; and
- How to make the most of data-based, targeted marketing.
About the Author
John M. Coe is the founder of Integrated Target Marketing, and has worked for IBM and Rapp Collins Worldwide.