The Oxford Handbook of Strategic Sales and Sales Management
Edited by David W. Cravens, Kenneth Le Meunier‐FitzHugh, and Nigel F. Piercy
The Oxford Handbook of Strategic Sales and Sales Management is an overview of the current academic research in the sales area. The authors are all leading academics in the field of sales and marketing management. Sales theory is experiencing a renaissance driven by a number of factors, including building profitable relationships, creating/delivering brand value, strategic customer management, sales and marketing relationships, global selling, and the change from transactional to customer relationship marketing. Escalating sales and selling costs require organizations to be more focused on results and highlight the shifting of resources from marketing to sales. Further, the growth in customer power now requires a strategic sales response, and not just a tactical one. The positioning of sales within the organization, the sales function and sales management are all discussed in this text, which is structured around four key topics. The first section explores the strategic positioning of the sales function within the modern organization. The second considers sales management and recent developments. The third section examines the sales relationship with the customer and highlights how sales is responding to the modern environment. Finally, the fourth section reviews the internal composition of sales within the organization.
- Oxford University Press
- Print Publication Date:
- Jan 2011
- Published online:
- May 2011