In a competitive marketplace, selling is performed using scientific methods of product presentation, advertising and various approaches drawn to ease the customer into confidence. A firm begins to sell its products in a competitive marketplace and thrives continuously on acquiring new customers, launches new product lines or services in order to gain competitive advantage, retain the existing customers, enhance customer value, and gain competitive lead in the market. To compete in a dynamic and interactive marketplace environment, firms must transform their focus from just selling the products and services by adding sales management in order to maximise customer lifetime value and encourage repeat sales. This book examines sales dynamics and how the new generation sales management strategies need to be focused not only on enhancing the volume of sales, but also serve customers for generating long-term customer loyalty.
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