Chapter Overview

Marketing managers in most companies face fundamental strategic decisions about whether to emphasize advertising or personal selling in their promotion mix. Identifying the strategic circumstances (see Exhibit 15.1) provides direction for these decisions.
A multitude of details in sales management and customer service decision making can provide a basis for competitive advantage, by better meeting the needs of both customers and sellers. Frameworks for thinking about these decisions are provided in this chapter.
Recruiting, training, and rewarding the right salespeople will build relationships with customers that can last for the long term. Without effective implementation, however, even a well-conceived sales program will suffer.
In companies of all sizes, technology will play an increasingly meaningful role in managing sales and customer service efficiency and effectiveness. Caution must be exercised, however, to avoid sacrificing effectiveness for efficiency.

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