Adamson, Brent, 42
Advertising, 5
marketing metrics and, 10
promotion plan and, 26, 34
Assessment
customer development, 81–82
market, 25
Attitude, winning, 28–29
Authority, 57
Awareness, in sales process, 62
Behaviors at meeting, 70
Best practices, 7, 23, 55, 76, 86, 119–120
Beyond the product, 34
Boyle, Steven L., 106
Brand names, 4
Brand promise, 94–95
Branding, 131–132
Breakthrough Ideas for Today’s Business Agenda (Cialdini), 56
Building relationships by salesperson, 71–74
Buyers, 62
Buying signals, 60
CEO
context for, 3
marketing function, 15
Marketing Pyramid and, 1–3
new product launch, 1–5
overriding goal of, 1–2
worldview, 2
Challengers, salesperson as, 43
Checklist
leadership and management, 16–22, 121–122
new product launch, ...
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