HOW TO SELL WHEN THE CUSTOMER IS IN CHARGE OF THE SALE by John Graham It only takes a few words to describe the dramatic change that confronts every sale...

Marketing may be second-nature in large companies, but smaller firms often have a tough time implementing, managing, and monitoring an effective marketing strategy. The 'marketing director' title is often conferred on the person designated to answer requests for sales literature, or given as an afterthought to the sales manager (who thinks that marketing is just another way of spelling s-a-l-e-s).