If someone asks you what business you're (really) in? You may answer "we sell drills", but what you're actually selling are benefits those drills provide. No one really wants a drill - they merely want the hole it provides. You're selling benefits and satisfying the needs of the customer. Good sales and marketing management aims at offering 'value satisfying' goods and services which consumers want to buy. Defining what's offered isn't determined by the seller, but by the buyer.

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Books in this category are intended for use as improvement tools in areas of marketing for all business - large or small, whether selling products or services. They contain unique combinations of theory and practice for improvement and enhancement of sales and marketing management.

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