International trade management

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Sales Management
The Marketing Series is one of the most comprehensive collections of books in marketing and
sales available from the UK today.
Published by Butterworth-Heinemann on behalf of The Chartered Institute of Marketing, the
series is divided into three distinct groups: Student (ful lling the needs of those taking the
Institute’s certi cate and diploma quali cations); ProfessionalDevelopment (for those on formal
or self-study vocational training programmes); and Practitioner (presented in a more informal,
motivating and highly practical manner for the busy marketer).

B
H

B
H

B
H

THE

THE

THE

MARKETING SERIES

MARKETING SERIES

MARKETING SERIES

STUDENT

PROFESSIONAL
DEVELOPMENT

PRACTITIONER

Formed in 1911, The Chartered Institute ofMarketing is now the largest professional marketing management body in Europe with over 60,000 members located worldwide. Its primary
objectives are focused on the development of awareness and understanding of marketing
throughout UK industry and commerce and in the raising of standards of professionalism in
the education, training and practice of this key business discipline.

Books in theseries
Royal Mail Guide to Direct Mail for Small Businesses
Brian Thomas
The CIM Handbook of Selling and Sales Strategy
David Jobber
The CIM Handbook of Export Marketing
Chris Noonan
The Creative Marketer
Simon Majaro
The Customer Service Planner
Martin Christopher
The Effective Advertiser
Tom Brannan
Integrated Marketing Communications
Ian Linton and Kevin Morley
The MarketingAudit
Malcolm H. B. McDonald
The Marketing Planner
Malcolm H. B. McDonald
Marketing Strategy
Paul Fi eld
Cybermarketing
Pauline Bickerton, Matthew Bickerton and Upkar Pardesi
(Forthcoming: The CIM Handbook of Strategic Marketing by Colin Egan and Michael Thomas; The CIM
Handbook of Service Marketing by Colin Egan)

Sales Management
Chris J. Noonan

Butterworth-Heinemann
Linacre House,Jordan Hill, Oxford OX2 8DP
225 Wildwood Avenue, Woburn, MA 01801-2041
A division of Reed Educational and Professional Publishing Ltd
A member of the Reed Elsevier plc group

OXFORD BOSTON JOHANNESBURG
MELBOURNE NEW DELHI SINGAPORE

First published 1998
© Chris Noonan 1998
All rights reserved. No part of this publication may
be reproduced in any material form (including
photocopyingor storing in any medium by electronic
means and whether or not transiently or incidentally
to some other use of this publication) without the
written permission of the copyright holder except
in accordance with the provisions of the Copyright,
Designs and Patents Act 1988 or under the terms of a
licence issued by the Copyright Licensing Agency Ltd,
90 Tottenham Court Road, London, EnglandW1P 9HE.
Applications for the copyright holder’s written permission
to reproduce any part of this publication should be addressed
to the publishers

British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN 0 7506 3361 1

Typeset by Avocet Typeset, Brill, Aylesbury, Bucks
Printed and bound in Great Britain

ContentsPreface

Part One Functions and Organization of the Sales Force

xvii

1

1 Roles and functions in the sales force
Key sales and marketing functional activities
Sales functional activities
Typical job functions in a sales organization
The sales manager or sales director
The eld sales manager
The key account manager
The territory manager (or salesperson)
The merchandiser
Productpromoters
Sales management qualities
A sales manager’s personal audit

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2 Sales structures and organization
Considerations in organizing the sales force
Developing a structure
Geographical, horizontal, vertical factors
Management span of control
Other organizational considerations
Some typical evolving organization structures
Developing a basic...
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