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Reaching the Goal: How Managers Improve a Services Business Using Goldratt’s Theory of Constraints by John Arthur Ricketts

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8. Marketing and Sales

State of the Art

TOC Approach to Marketing and Sales for Services

Service Pricing

Business Value

Service Offers

Market Segmentation

Sales Management

Impact of Marketing and Sales for Services

Summary

Endnotes

It's common knowledge that marketing leads customers to want certain products or services, and then sales close the deals. Of course, the more compelling the offers created by marketing, the stronger sales can be. As you might expect by now, however, Theory of Constraints (TOC) brings a different perspective on what constitutes attractive offers and what impedes sales.

Despite the apparent emphasis that TOC places on managing internal constraints, at least two out of three companies actually have ...

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