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This edition incorporates several changes occurring in both the theory and practice of sales management. Included in the book are issues which consider appropriate organizational responses to changing markets and competition, such as key account selling, direct marketing and telesales. There is now more emphasis on managing sales operations than on the management of sales personnel. This is reflected in the importance of information technology as it affects sales operations, in particular database marketing. Further, more coverage has been given to the creation and maintenance of relationships between buyers and sellers and how this should be handled and managed. Finally, a more international perspective has been adopted to take cognisance that, for many companies, operating in European and global markets is now an imperative, not an option. The second edition has been revised to include three new chapters on the sales process; selling in international markets; and ethics in selling and sales management. The remaining chapters have been revised and updated, and three new larger case studies have been added. These cases may be used as the basis of more extensive class discussion, fo