Summary of The Fundamentals of Business-to-Business Sales & Marketing

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The Fundamentals of Business-to-Business Sales & Marketing book summary


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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.



For years, companies have emphasized sales over marketing because salespeople were the ones who brought in the business. Today’s marketplace calls for a new sales model that shifts from the dominance of sales units to combining sales with marketing-based communication. Despite this change, the sales...

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