Philip Kotler: “From Sales Obsession to Marketing Effectiveness”

A Student's Guide to Essential Primary Sources
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Abstract

The president of a major industrial equipment company with annual sales of over $1 billion was unhappy with his company's performance. Overall sales were at a standstill; market shares were under attack in several key divisions; profits were low and showing no signs of improvement. Yet the divisions prepared annual marketing plans and employed marketing executives and marketing services. Also, the sales force was well-trained and motivated.

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