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This book provides advice on how to increase profitability through improved marketing and sales management. It offers practical suggestions on how to identify prospects, initiate relationships, price the product or service, and close the sale.

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Booklist Review

Editors Sviokla and Shapiro have culled the best examples and definitions and methods of both getting and retaining customers from 24 years of Harvard Business Review articles. Theodore Levitt, Regis McKenna, and Harvey Mackay, among others, elaborate on the principles of obtaining and managing relationships. Both of these operations have become much more complicated, admit the editors, because of the increased number of competitors, the lack of differentiation between them, smaller margins, and the integration of marketing, management, and sales. On the subject of sales, articles focus on six steps: employing new communication channels (automation, teamwork, telemarketing, and other vehicles), understanding prospects (using psychology and statistics), nurturing relationships, maintaining a balance between price and value, and recruiting and managing the sales force and systems. Building relationships, covered in the second volume, centers on humanistic marketing; its seven principles range from walking miles in the customer's shoes to comparing one's business practices with the best in the industry. Enough true and fictional case histories are included (and commented on) to make the occasionally dull prose a small issue. ~--Barbara Jacobs