- https://doi.org/10.1017/9781009406505.005
Marketing and sales
- Oct 2, 2008
- Ronald D White
Although an LTO may have dedicated marketing and sales staff, everyone has a part to play in marketing and selling an LTO’s services. Furthermore, in order to manage an LTO successfully, it is important to have an understanding of what marketing involves, and how essential effective marketing is to achieving the goals of the LTO. Some people have a virtually intuitive entrepreneurial flair, which they deploy with great success. Others, however, are less blessed, and less successful, as is demonstrated in Vignettes 4.1 and 4.2 below and on p. 80. This chapter aims to provide a basis in marketing and sales so as to help avoid the ineptness illustrated in these vignettes, and to build on the successful marketing practice exemplified in Vignette 4.3 on p. 80.
