Marketing Strategy

& Competitive Positioning

6th edition

Part 5
Implementing the
Strategy

Chapter 14
Strategic Customer
Management and the
Strategic Sales
Organisation

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Figure 14.1
Key issues in strategic customer management

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Figure 14.2
Pressures on sales capabilities

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Figure 14.3
Forces acting on the sales organisation

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Figure 14.4
The strategic sales organisation

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Figure 14.5
Changing focus in buyer–seller relationships

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Figure 14.6
The internal marketing challenge for sales

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Figure 14.7
Realigning sales structures and processes

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Figure 14.8
Shaping factors for the strategic sales
organisation

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Figure 14.9
The domain of strategic customer management

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Figure 14.10
The customer portfolio

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Figure 14.11
The transition from customer to strategic partner

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Figure 14.12
The case for and against strategic account
management

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Figure 14.13
Customer purchasing strategy

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Figure 14.14
Buyer and seller relationship strategies

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