January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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SALES AND MARKETING ARE BASICALLY THE SAME
In Myth 2 we saw that marketing is ‘the process of determining, communicating and delivering value in order to obtain and retain customers’. If selling is the act of inducing someone to buy [1], then it is easy to recognize that both salespeople and marketers have a common objective: to obtain customers. Perhaps it is this common goal that leads to the confusion surrounding the differences between the two.
In Myth 2 we redefined the marketing mix using the acronym CAVE – Communication, Access, Value and Experience. When we examine sales through this prism, the contrasts between these different disciplines become clear.
Communication is the main area in which the two meet. In fact, personal ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.