The book provides a common sense, logical, business methodology to Sales and Marketing. It provides useful tools that make a difference in marketing and selling a product or service from a business investment point of view. 
The book focuses on how to stop spending money on Sales and Marketing activities that cannot be evaluated-and start investing money in programs that accomplish specific, quantified, measurable business objectives.

The Buck Starts Here: Profit-Based Sales and Marketing Made Easy, Second Edition

Business & Money

Mary A. Molloy

Marketing & Sales

Pinnaflex Educational Resources inc

The book takes an innovative approach to promotional strategy and focuses on the integration of the entire promotion mix, not just advertising. As with prior editions, this edition is built on a solid behavioral foundation. 
The authors' conviction is that advertising, trade promotion, consumer promotion, personal selling, direct marketing, public relations and publicity, and corporate advertising are all component parts of one integrated promotional mix. Today, most other authors and marketing practitioners also advocate this integrated marketing communication approach. 
The book presents numerous practical, real-world examples, illustration, advertisements and cases and has been thoroughly updated and expanded to include topics of greatest importance to today's students and marketing practitioners. 
A thorough discussion of the Internet for advertising and direct marketing is presented and media promotion and utilization statistics have been updated through 1999.

Promotional Strategy: An Integrated Marketing Communication Approach

Engel, James F.

Kinnear, Thomas C.

Warshaw, Martin R.

Reece, Bonnie B.

This unique and timely new book looks to the future of Information Technology management by examining what has been collectively learned from past research and business activities. Edited by Bob Zmud, Professor and Michael F. Price Chair of MIS at the University of Oklahoma, the book consists of 19 chapters covering topics of most pressing interest and importance to information systems practitioners, researchers, instructors and students. Each chapter is written by an individual or individuals internationally known and recognized as IT authorities and scholars. Each chapter: - Explains the importance of the topic in terms of today's (and tomorrow's) globally competitive business environment. - Identifies the key issues associated with the topic. - Provides the reader with one or more conceptual frames with which to view the chapter's content. - Overviews the best scholarly research done to date in the topic area, explaining what we currently know and what we don't know. - Suggests those issues regarding the topic that would most benefit from research over the next few years. - Is written in a style that is accessible to non-academics or to readers unfamiliar with the prior research in a given area. Contributing Authors: Ritu Agarwal Maryam Alavi Soon Ang Anitesh Barua Izak Benbasat Marie-Claude Boudreau Marianne Broadbent James Dean David Feeny Robert Fichman Joey George Varun Grover William Kettinger Laurie Kirsch Mary Lacity M. Lynne Markus Tridas Mukhopadhyay Lorne Olfman Proadpran Pitsataorn Daniel Robey Jeanne Ross V. Sambamurthy Jeffrey Sampler Carol Saunders Albert Segars Sandra Slaughter Cornelis Tanis Peter Todd Peter Weill Leslie Willcocks The content, scope and quality of the material make this book a must have for IT researchers, IT scholars and academics, IT graduate students and IT professionals/practitioners.

Framing the Domains of IT Management : Projecting the Future...Through the Past

Zmud, Robert W.

Computers & Technology

Although the field is still in its infancy, there is an emerging art and science of customer value management that is proving its worth. Firms of all sizes that capture and use customer data with the same kind of discipline, passion and understanding they give to operational and financial data are learning that this business practice is well worth the time and money invested. 
Mastering Customer Value Management presents the basic concepts of customer value management and the practical tools that have been developed to implement them in business. The book explores the art and science of: 
- correlating customer value and business results - capturing actionable competitive information - using customer data to determine priorities and drive improvements - creating a customer focused culture. 
Authored by a practitioner with proven successes, the book is a practical guide designed to help readers: 
- understand the process and business impact of customer value management - learn about the tools needed to implement a customer value business approach - overcome resistance to change - implement ten critical steps to customer value management - institute strategies to make the program work. 
Written in a friendly and engaging style, Mastering Customer Value Management provides a first-person account of the author’s experiences with a variety of global firms. The book is enriched by contributions from executives, change agents, technical experts and fellow consultants. Examples of customer value management efforts underway are documented throughout the book. Six case studies provide insight and details of successfully implemented customer value management programs. 
Based on 17 years of actual global consulting with firms from multiple industry sectors in Asia Pacific, Europe, North America and South America, the book offers pragmatic, actionable strategies based on real-life experiences. It walks the reader through the process of translating good intentions and slogans into actions that can have dramatic impact on a firm’s performance. 
Rather than offering a "this is how you must do it" approach, Mastering Customer Value Management provides a template, then illustrates how different firms have customized the approach to their own context and made it work for them.

Mastering Customer Value Management: The Art and Science of Creating Competitive Advantage

Kordupleski, Ray

Simpson, Janice

Economics

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