The Marketing Book 5th Edition

362 The Marketing Book rewards based on sales volumes rather than relationship performance. The role of the sales- person seems ...

Selling and sales management 363 (Autonomy and Melting Pot are examples of this kind of service). Information itself is the mark ...

364 The Marketing Book some appropriate guidelines that can be recom- mended in sales encounters. Stage 1. Generating leads and ...

Selling and sales management 365 question differentiates successful and less suc- cessful salespeople. Nevertheless, too often s ...

366 The Marketing Book Sales management issues Sales management must also adapt to changes in market conditions. The need for cl ...

Selling and sales management 367 should possess. The second factor is the turn- over in personnel. That is, people may be recrui ...

368 The Marketing Book Training In addition to recruiting the most appropriate people for the job based on the job specification ...

Selling and sales management 369 security of higher value than the level of remuneration. Other studies into the effects of pay ...

370 The Marketing Book This puts an additional burden on management to recruit, train, lead, reward and monitor effective sales ...

Selling and sales management 371 Donaldson, B. (1998) Sales Management: Theory and Practice, 2nd edn, Macmillan, Basingstoke. Do ...

CHAPTER 15 Brand building LESLIE de CHERNATONY Introduction Brands are clusters of functional and emotional values which promise ...

Brand building 373 is then explained, showing how a more integrated approach to branding can be enacted. Spectrum of brand inter ...

Dominance of corporation Dominance of individual line 374 The Marketing Book screen and are presented with an unfocused picture ...

Brand building 375 over time. New staff could appreciate from the culture how to contribute as brand builders. In less successfu ...

376 The Marketing Book they would be able to recall the brand’s attributes rapidly, since the brand name would enable fast acces ...

Depends on the fit between the intended and perceived positioning refine the brand according to: Understand the needs of differe ...

Brand choice Actual self Aspirational self Situational self 378 The Marketing Book launch of the alcopop drink Hooch in Sweden. ...

Desired consequences Modified by situation Evaluate extent to which brands’ attributes match situational consequences Brand choi ...

Positioning Personality Presentation Brand Vision Culture Relationships: staff to staff staff to customers staff to other s ...

Gives rise to Providing information that enables matching through fine-tuning Brand identity Brand reputation Brand building 381 ...