Managing the Big Sale: A Relational Approach to Marketing Strategies, Tactics, and Selling

Rating:
Summary: This is an outstanding treatment of marketing and sales.
Review: John Crosby has done an outstanding job of explaining the relationships among strategic marketing, tactical marketing,and sales. The numerous dimensions along which he defines their appropriate roles and responsibilities provides a mostuseful framework for structuring the tactical tasks of eachfunction. In fact, Crosby has provided the prescription for success in the sales and marketing arena with his practicaldescriptions of the necessary tasks. His coverage of the marketing and sales process as a relational dynamic is powerful. My only criticism: the title does not begin to convey the value to be obtained from this book. It shouldbe required reading