This provides a clear explanation of theory and practice and covers the whole range of practical sales and marketing techniques. It includes case studies and assignments and is now in a larger format. both a theoretical framework and effective training in the whole range of practical sales and marketing techniques. Fully updated to incorporate new case studies and assignments with a greater European orientation, it provides coverage of both personal selling skills and sales management practice within one book. studies courses and professional studies for CIM (for which this text is core reading), MBA, CAM and LCCI.