Chapter 10
Sales Management
10.1 Introduction
Marketing and sales are complementary business functions. The strategy of marketing is to utilise the resources of the company so that the needs and requirements of customers can be satisfied by offering an appropriate product and/or service. The sales function, on the other hand, makes customers understand the benefits of the offer and encourages them to purchase it while making a profit for the organisation. Several tactical tools are used to implement the marketing strategy. The needs are identified through market research. Product development and testing activities ensure that the product or service is right. Tools are also used in presenting the offer to customers. The sales function is a major ...
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