Seeking Customers

Seeking Customers

by Benson P. Shapiro, John J. Sviokla
     
 
In an increasingly complex and competitive business environment, having a goundbreaking new product is no longer a guarantee of success. Seeking Customers explores major changes in the process of identifying and attracting profitable customers, and brings new clarity to the critical relationships among selling, understanding customers, sales force management,

Overview

In an increasingly complex and competitive business environment, having a goundbreaking new product is no longer a guarantee of success. Seeking Customers explores major changes in the process of identifying and attracting profitable customers, and brings new clarity to the critical relationships among selling, understanding customers, sales force management, distribution, pricing, marketing, and above all, account selection. The book goes far beyond the popular rhetoric of "market orientation" and "customer relationships" to argue that effective selling is a dynamic process that demands the commitment of the entire company. Outstanding Harvard Business Review authors such as Rowland Moriarty, Frank Cespedes, Stephen Doyle, Benson Shapiro, and Thomas Bonoma offer original insights and practical guidelines to help managers recognize and meet the challenges of selling today. Together with its companion volume, Keeping Customers, the book will provide managers with the essential tools for attracting customers and forging long-term relationships. A Harvard Business Review Book.

Editorial Reviews

Booknews
According to the editors, "`Seeking' customers is more than selling--it is a system of closely linked activities that range from screening prospects to establishing distribution networks." This volume combines original editorial commentary with Harvard Business Review articles that address key issues of the customer-seeking process and clarify the relationships among selling and its closely related activities. A companion volume to Keeping Customers. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780875843322
Publisher:
Harvard Business Review Press
Publication date:
04/28/1993
Series:
Harvard Business Review Book
Pages:
368
Product dimensions:
6.32(w) x 9.50(h) x 1.25(d)

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