The Fundamentals of Business-to-Business Sales and Marketing / Edition 1

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Overview

B2B sales and marketing executives have been hard-hit by increasing sales demands, plummeting budgets, and highly touted techniques that promise more than they deliver. The Fundamentals of Business-to-Business Sales & Marketing shows executives how to integrate traditional B2B selling methods with effective and proven new technologies.

Covering database marketing, microclustering, accurate ROI measurement, and more, this no-nonsense book provides a dynamic, hands-on approach for selling more while spending less, and meeting today's relentless revenue and margin demands.

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Product Details

  • ISBN-13: 9780071408790
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 8/21/2003
  • Edition number: 1
  • Pages: 208
  • Sales rank: 1,019,117
  • Product dimensions: 6.30 (w) x 9.20 (h) x 0.70 (d)

Meet the Author

John M. Coe is an internationally recognized authority on B2B sales and marketing. In 1980 he discovered direct marketing as a sales productivity solution and made the switch to the agency side when he founded Integrated Target Marketing, a B2B direct marketing agency. Coe has been the national direct marketing campaign manager at IBM, the senior vice president of B2B marketing at Rapp Collins Worldwide, and the president of Database Marketing Associates, a well-known B2B consulting firm. He is the founder and president of the Sales and Marketing Institute, a B2B consulting, education, and training firm based in Phoenix, Arizona. He has given hundreds of speeches and seminars throughout the world, is a frequent contributor to industry trade magazines, and leads many Direct Marketing Association sessions.

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Table of Contents

Preface
1 Why Is It So Tough to Sell Today? 1
2 The New Sales Coverage Model 17
3 The Start: Profiling and Targeting the Market 51
4 Segmentation for Communications 71
5 Redesigning the Inquiry-Generation Process 95
6 High-Yield Lead Qualification 113
7 Sales Conversion 131
8 Up-Selling/Cross-Selling and Creating Customer Loyalty 141
9 Campaign Planning and Execution 151
10 How to Build Your Company's Database 175
11 How to Measure to Results That Will Sell Management 193
Resource Directory 211
Index 229
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