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This text demonstrates why today's competitive environment demands a new approach to marketing, in which sales take on increased strategic significance. It shows companies how to realign a range of internal structures, and presents new ideas on the nature of selling.

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CHOICE Review

Drawing on his research of companies in the computer, telecommunications, package goods, and medical products industries, Cespedes focuses on the need for an integrated approach to carrying out marketing activities. The author notes that as "upstream" activities such as marketing research, product development, manufacturing, and inventory control are carried out faster and more efficiently, they must be accompanied by improved "downstream" activities--field sales and customer service--as well. The goal of "concurrent marketing" is to keep both sides in balance, achieving linkages among product management, sales, and service that result in long-term customer relationships. Calling for increased training and shared information along with a willingness to rethink existing structures, systems, and priorities, Cespedes utilizes examples and case studies to make his points. Formerly on the faculty at Harvard Business School, Cespedes is currently a partner at the Center for Executive Development. Recommended for upper-division undergraduate and graduate students in marketing, as well as researchers and professionals. P. G. Kishel; Cypress College

Booklist Review

The terms virtual corporation, continuous improvement, and total customer service are all used to describe parts of the same process, wherein producers, suppliers, and customers all work together in an ongoing effort to develop, refine, and improve products (or services). Now Cespedes, a managing partner at the Center for Executive Development in Cambridge, Massachusetts, adds concurrent marketing to that terminology and looks at the process from the context of the marketing function, with particular emphasis on the role of the sales force. Based on a four-year study of four industries (computers, telecommunications, consumer goods, and medical products), this book considers the practical aspects of coordinating organizational structure, information systems, compensation practices, training, and career paths. --David Rouse