Additional information
by Michael P. Gendron (Author)
This is a business novel focused on middle-market companies' marketing and sales functions. The novel describes the journey from an under-performing, average company to one of higher growth and profitability by strategically focusing on more effective marketing and sales processes. The consultant helps executives to better define their brand in a practical way, and build an executive team around more effective communications, competitive analysis, product portfolio management, and the approach-to-market sales function. The author redefines the traditional marketing mix - Product, Price, Place and Promotion - to include all spending in every functional area. These functions include manufacturing, R&D, finance, HR, etc., and all types of spending (...compensation, fringe benefits, T&E, outsourced labor etc.), by establishing that every dollar spent is an investment to support the Company's brand. The book also describes a strategic sales resource assessment to improve the effectiveness of the sales function. The novel provides a menu of actions that will improve Company performance, and that will assist the reader to evaluate and redeploy current spending to more valuable alternatives. Many of the potential improvements included can be implemented on a trial basis without long-term investment, and may require little or no out-of-pocket cost. For those interested in improving Company performance, this book will be a fast read and provide an exceptional offering of profitable alternatives to grow their Company.
