This book is intended as a guide that will help newly appointed sales directors, senior and junior sales managers, managers of other functions, and university students to develop an understanding of sales management.

The content of this book is a practitioner’s view of trade sales organizations, based on what I learned in more than 20 years of experience in the FMCG industry and a few years of business consulting.

In advertisements for sales director jobs, sales management is often defined as a set of tasks. In a very good example that I recently came across the responsibilities of the sales director were detailed as: (a) defining the sales strategy in terms of route to market, (b) analyzing the market to identify new business opportunities, ...

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