Chapter 17
Ready, Aim, Sell
In This Chapter
• The difference between marketing and sales
• How marketing and sales work together
• Basic concepts in marketing and sales
Recall from the income statement in Chapter 12 that a company’s financial health starts with sales. Every company must sell its products or services to make money to pay its bills and earn a profit.
This makes marketing and sales two of the most important functions in a company. Their job is to find people to buy what the company sells. In most businesses, this isn’t easy. When it is easy, it doesn’t stay that way, because competitors quickly come along. So marketing and sales offer some of the most challenging work in business. But it’s some of the most satisfying and financially ...

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