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1 Burnside Business- Marketing

Customer Message Management: Increasing Marketing's Impact on Selling

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Customer Message Management: Increasing Marketing's Impact on Selling Cover

 

Synopses & Reviews

Publisher Comments:

In today's complex market, product advantage is fleeting. It is no longer what you sell, but how you sell it - meaning it is now vital to bridge the gap between sales and marketing. CUSTOMER MESSAGE MANAGEMENT does just that, eradicating the disconnect that for years has plagued the two departments and, in the process, increasing the effectiveness of both. With its thorough, practical coverage of CMM, this comprehensive guidebook gives readers invaluable insight into how to create effective brand, marketing, and sales messaging based on customer business roles and goals. It also equips readers with the skills to deliver those messages efficiently and effectively across all selling touch-points in a way that can be personalized for each prospect and customer. More than just creating customer-ready messages for the sales force to use, CMM helps companies discern how best to create messages, stimulate conversations, and continue customer dialogues that activate purchase intent.

Book News Annotation:

In sales, the customer conversation is the last bastion of competitive differentiation, say consultants Riesterer and Emo, who have developed an approach they call Customer Message Management (CMM). This book offers guidance useful for business students and for entrepreneurs and executives looking for strategies to connect the traditionally disconnected departments of marketing and sales. The authors define the goals and principles of CMM and offer procedures for training and implementation. They do not include references to other sources of information or other types of approaches.
Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)

Book News Annotation:

In sales, the customer conversation is the last bastion of competitive differentiation, say consultants Riesterer and Emo, who have developed an approach they call Customer Message Management (CMM). This book offers guidance useful for business students and for entrepreneurs and executives looking for strategies to connect the traditionally disconnected departments of marketing and sales. The authors define the goals and principles of CMM and offer procedures for training and implementation. They do not include references to other sources of information or other types of approaches. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)

About the Author

DIANE EMO is the president and co-founder of Customer Message Management. She co-developed the CMM approach for creating more customer-focused, sales-ready marketing, communications, and sales support. She has led CMM initiatives for companies such as Caterpillar, Experian, SAS Institute, AmerisourceBergen, Cisco, IBM Canada, Covance, Galileo/Cendant, and ChartOne. Diane is the American Marketing AssociationÂżs training program designer and lead instructor for marketing and sales integration, and has taught the CMM process to hundreds of AMA members and marketing practitioners in world-class companies. Prior to co-founding Customer Message Management, Diane was the vice president of market development with Ventaso, a San Francisco-based provider of sales and marketing effectiveness software and consulting services.

Product Details

ISBN:
9780324313161
Author:
Riesterer, Tim
Publisher:
Thomson South-Western
Author:
R
Author:
Tim Riestere
Author:
Riesterer, Tim (Tim Riesterer)
Author:
Emo, Diane
Subject:
Marketing - General
Subject:
Sales promotion
Subject:
Customer Service
Subject:
Communication in marketing
Subject:
Customer relations
Subject:
Business;Marketing
Subject:
Teaching Methods & Materials - General
Subject:
General Business & Economics
Copyright:
Series:
American Marketing Association
Publication Date:
May 2006
Binding:
HARDCOVER
Grade Level:
Professional and scholarly
Language:
English
Illustrations:
Y
Pages:
192
Dimensions:
9.32x6.32x.78 in. 1.02 lbs.

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Related Subjects

Business » Customer Service
Business » Marketing

Customer Message Management: Increasing Marketing's Impact on Selling Used Hardcover
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Product details 192 pages South-Western Educational Publishing - English 9780324313161 Reviews:
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