Managing Marketing Linkages: Text, Cases, and Readings

by Frank V. Cespedes

Comprised of an introductory chapter, four readings, and twelve diverse case studies, Managing Marketing Linkages, by Frank V. Cespedes explains how external market factors and internal organizational linkages can be developed to maintain profitable customer relationships.

403 pages, Paperback

First published January 1, 1995

About the author

Frank Cespedes teaches at Harvard Business School. He has written for numerous publications, and is the author of six books including Aligning Strategy and Sales (Harvard Business Review Press) which was cited as “the best sales book of the year” (Strategy & Business), “a must read” (Gartner), and “perhaps the best sales book ever” (Forbes). His newest book is Sales Management That Works: How to Sell in a World That Never Stops Changing (Harvard Business Press, 2021).