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Marketing Analysis Toolkit: Market Size and Market Share Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-510081-EMarketingMarketers frequently need to estimate the size of their markets -- both for existing products so that sales forecasts can be developed, and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales forecast using a market build-up methodology. Students learn to measure market demand and company demand and calculate market and product penetration rates and market share. The n...Desde 8,20 €
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Motivating Salespeople: What Really Works
Steenburgh, Thomas; Ahearne, MichaelArtículo HBS-R1207D-ENo sales force consists entirely of stars; sales staffs are usually made up mainly of solid performers, with smaller groups of laggards and rainmakers. Though most compensation plans approach these three groups as if they were the same, research shows that each is motivated by something different. By accounting for those differences in their incentive programs, companies can coax better performance from all their salespeople. As the largest cadre...Desde 8,20 €