ABSTRACT
Sales management is a small subsection of the broader “parent” discipline of marketing and marketing management. While the official definition of marketing has changed throughout the years, the latest definition as of 2007 is that “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (American Marketing Association, 2010). The new definition reflects a few key changes in the field of marketing, namely that marketing is moving from a transaction orientation to a customer relationship building orientation. Furthermore, the new American Marketing Association definition shifts the perspective more to the customer side by focusing on delivering value and managing customer relationships.
