Growing customer power requires a strategic sales response from organisations

 Organisations need to integrate their sales activities more both internally and with customers’ needs according to a new book co-authored by academics from the University of East Anglia (UEA) and Edinburgh Napier.
 
The book addresses how sales can help organisations to become more customer oriented and considers how they are responding to challenges such as increasing competition, more demanding customers and a more complex selling environment.
 
Many organisations are fa