Fundamentals of Sales and Marketing | Juta

Understand how sales and marketing work together to meet customer needs and support business objectives. Fundamentals of Sales and Marketing introduces both fields through theoretical knowledge and practical examples applicable to a South African context.

Marketing is more than a sequence of steps or a strategic process: it is a customer-focused mindset that encourages the whole organisation to work towards customer satisfaction. Sales brings the customer and the business together by closing the deal. This book connects these two functions through their shared goal of meeting customers' needs.

What This Book Explores

• A customer-focused marketing mindset: Understand the importance of customer needs and satisfaction in shaping business philosophy.
• The role of sales: Explore how closing the deal connects customers with a business and contributes to organisational objectives.
• The relationship between sales and marketing: Consider how these complementary functions work towards a shared customer-focused goal.
• Theory and practical examples: Build fundamental knowledge through examples relevant to the South African context.

Why Study Sales and Marketing Together?

Studying these functions together helps readers connect a customer-focused approach with the sales activity that brings it into practice. The book provides a foundation for understanding their contribution to business performance, customer satisfaction and organisational goals.

Who This Book Is For

A useful introduction for students and readers looking to build a fundamental understanding of sales and marketing in a South African business context.

Book Details

Publisher: Juta
Subject: Sales and marketing
ISBN: 9780702188817