In this book, you will find valuable experience, clearly expressed expert opinion, references to the best academic theory, published advice and research, and the wise words of top professional men and women, about techniques used and lessons learned at the sharp end of B2B marketing and sales.
The role of head of marketing or sales has changed. As well as its traditional functions, marketing is now seen as the core entity managing the customer experience. Sales is the center of customer relationship management. The conventions of work have also changed, with less traditional office-based time and completely flexible working hours. Marketing and sales have had to adapt quickly to virtual selling, digital and automated marketing, the ...
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