Customer Message Management: Increasing Marketing's Impact on Selling

Customer Message Management: Increasing Marketing's Impact on Selling

by Tim Riesterer, Diane Emo
     
 

ISBN-10: 0324313160

ISBN-13: 9780324313161

Pub. Date: 07/13/2006

Publisher: Cengage Learning

In today's complex market, product advantage is fleeting. It is no longer what you sell, but how you sell it - meaning it is now vital to bridge the gap between sales and marketing. CUSTOMER MESSAGE MANAGEMENT does just that, eradicating the disconnect that for years has plagued the two departments and, in the process, increasing the effectiveness of both. With its

Overview

In today's complex market, product advantage is fleeting. It is no longer what you sell, but how you sell it - meaning it is now vital to bridge the gap between sales and marketing. CUSTOMER MESSAGE MANAGEMENT does just that, eradicating the disconnect that for years has plagued the two departments and, in the process, increasing the effectiveness of both. With its thorough, practical coverage of CMM, this comprehensive guidebook gives readers invaluable insight into how to create effective brand, marketing, and sales messaging based on customer business roles and goals. It also equips readers with the skills to deliver those messages efficiently and effectively across all selling touch-points in a way that can be personalized for each prospect and customer. More than just creating customer-ready messages for the sales force to use, CMM helps companies discern how best to create messages, stimulate conversations, and continue customer dialogues that activate purchase intent.

Product Details

ISBN-13:
9780324313161
Publisher:
Cengage Learning
Publication date:
07/13/2006
Series:
American Marketing Association Ser.
Edition description:
New Edition
Pages:
192
Product dimensions:
6.00(w) x 9.10(h) x 0.90(d)

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