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Sales and key account management

Author: Blythe, Jim Publisher: Thomson, 2005.Language: EnglishDescription: 290 p. ; 24 cm.ISBN: 1844800237Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5438 .B59 2005
(Browse shelf)
001159155
Available 001159155
Total holds: 0

Includes index

Digitized

Sales and Key Account Management Contents Preface x i Walk through tour xiii 1 SELLING AND ITS STRATEGIC ROLE 1 Learning objectives 1 Introduction 1 Success story -- John Ilhan 2 Strategy and selling 2 Categories of salesperson 4 Personal selling and the communication mix 7 Characteristics of salespeople and sales managers 14 Summary 18 Review quesions 19 References 19 Case Study: Mitsubishi--Tokyo Pharmaceuticals 21 2 BUYER BEHAVIOUR 23 Learning objectives 23 Introduction 23 Success story -- Jim Pattison 24 Consumer behaviour 24 Organizational buyer behaviour 34 Summary 44 Review questions 44 References 44 Case Study: Achilles 46 3 PREPARING TO SELL 49 Learning objectives 49 Introduction 49 Success story -- Mark Young 50 The selling cycle 50 Converting leads to prospects 54 Preparing for the presentation 55 Tools of selling 58 Telephone selling 59 Journey planning 62 Setting targets and activity management 63 Summary 65 Review questions 65 References 66 Case Study: India Call Centre 67 vi CONTENTS 4 THE SALES PRESENTATION 69 Learning objectives 69 Introduction 69 Success story ­ Patricia Gardner 70 The sales visit 71 The presentation 72 Post-presentation activities 80 Aftersales service 81 Negotiation 82 Summary 90 Review questions 91 References 91 Case Study: Royal Dutch Shell 93 5 SELLING TO MAJOR ACCOUNTS 95 Learning objectives 95 Introduction 95 Success story ­ Lee Iacocca 96 Major accounts versus small accounts 96 Relationships in business 99 Defining success in major account selling 103 Preliminaries 105 Using questions in major accounts 106 Features and benefits in major sales 109 Closing 110 Managing major-accounts salespeople 110 Summary 113 Review questions 114 References 114 Case Study: Hewlett-Packard and Global One 115 6 RECRUITMENT 117 Learning objectives 117 Introduction 117 Success story ­ James Nannen 118 Philosophies of recruitment 118 Planning for recruitment 121 Sources of recruitment 126 Selecting applicants 129 Getting a job in sales 132 Summary 132 Review questions 133 References 133 Case Study: AB Lorentzen and Wettre 134 CONTENTS vii 7 TRAINING 137 Learning objectives 137 Introduction 137 Success story -- Will Keith Kellogg 138 Benefits of training 138 Theories of training 140 Raining programme 142 Raining methods 145 Delivery of the training course 147 Assessment 149 Evaluating the training course 151 Summary 152 Review questions 153 References 153 Case Study: Esteem Systems plc 154 8 MOTIVATION AND REMUNERATION 157 Learning objectives 157 Introduction 157 Success story -- Penny Neff 158 Motivation 158 Managing motivation 164 Remuneration 170 Problems in assessing performance 175 Summary 177 Review questions 178 References 178 Case Study: FRAM and Sony 180 9 FORECASTING AND BUDGETING 183 Learning objectives 183 Introduction 183 Success story -- King C. Gillette 184 Principles of forecasting 184 Collecting information 187 Analysing information 190 Budgeting 194 Territory management 196 Time management 200 Summary 201 Review questions 201 References 202 Case Study: Wireless customer-relationship management 203 viii CONTENTS 10 MONITORING AND FEEDBACK 205 Learning objectives 205 Introduction 205 Success story ­ Jean Marc Chaput 206 Feedback systems 206 Control systems 207 Evaluating salespeople's activities 211 Management information systems 215 Feedback 218 Sales-force automation 222 Database management 223 Summary 226 Review questions 226 References 226 Case Study: Alpha (Pty) South Africa 228 11 INTERNATIONALIZATION 231 Learning objectives 231 Introduction 231 Success story ­ Estée Lauder 232 Cultural problems 232 Political factors 235 Entry strategies 235 European agency law 239 Establishing a direct sales force 240 Summary 243 Review questions 243 References 244 Case Study: Tjaereborg holidays 245 12 EXHIBITIONS AND TRADE FAIRS 247 Learning objectives 247 Introduction 247 Success story ­ Scott Jacobs 248 Exhibitions and trade fairs as communication 248 Research into exhibitions 249 Visitor expectations 251 Exhibitions in key-account management 253 Why exhibitions fail 256 Planning for exhibitions 256 Managing the exhibition stand 258 Alternatives to exhibitions 260 Summary 261 Review questions 262 References 262 Case Study: Earl's Court Toy Fair 264 CONTENTS ix 13 ETHICS, CONSUMER PROTECTION AND THE LAW 267 Learning objectives 267 Introduction 267 Success story -- Sir Tom Cowie 268 Ethics 268 Stakeholders 270 Legal restrictions 274 Criminal law 276 Law relating to sales management 277 Establishing a code of ethics 279 Summary 280 Review questions 281 References 281 Case Study: Lockheed 282 Index 284

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