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

The Fundamentals of Business-to-Business Sales & Marketing

McGraw-Hill, 2003 更多详情

自动生成的音频
自动生成的音频

Editorial Rating

6

Qualities

  • Comprehensive
  • Well Structured

Recommendation

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.

Take-Aways

  • The goal of “sell more” and “spend less” compels the need for a new business-to-business (B2B) sales model.
  • This new model uses microsegmented targeted marketing to mesh your sales and marketing efforts.
  • Marketing should generate and qualify leads before giving them to sales.

About the Author

John M. Coe is the founder of Integrated Target Marketing, and has worked for IBM and Rapp Collins Worldwide.


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