Lisa Spiller Knihy

This comprehensive textbook offers insights from global sales professionals and case studies from major companies like Amazon and IBM. It explores the art and science of selling in a digital age, emphasizing storytelling, analytics, and automation. It also covers essential sales management skills and includes online resources for instructors.

In this latest edition, Lisa Spiller explores contemporary marketing concepts and techniques, highlighting the evolution of digital formats alongside traditional direct marketing principles. With engaging online resources, this book offers marketing students a comprehensive understanding of effective communication strategies for businesses.