Organizing and Implementing the Marketing Effort: Text and Cases

by Frank V. Cespedes

818 pages, Hardcover

First published January 1, 1991

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).