ERIC Number: EJ535237
Record Type: CIJE
Publication Date: 1997
Reference Count: N/A
Why You Are in Trouble If You Think Marketing Is Just Sales.
Cook, Kenneth J.
Small Business Forum, v14 n3 p43-49 Win 1996-97
Distinguishes between marketing (analysis and strategies with which to position a business) and sales (implementation of marketing ideas). Identifies pitfalls of equating the two, such as sales plans without a marketing foundation and failure to structure sales tactics around customer needs. (SK)
Publication Type: Opinion Papers; Journal Articles
Education Level: N/A
Authoring Institution: N/A