Advanced Introduction to Sustainable Competitive Advantage in Sales

Elgar Advanced Introductions are stimulating and thoughtful introductions to major fields in the social sciences, business and law, expertly written by the world’s leading scholars. Designed to be accessible yet rigorous, they offer concise and lucid surveys of the substantive and policy issues associated with discrete subject areas.

This unique Advanced Introduction offers an insight into how sales leaders seek and maintain a sustainable competitive advantage for both organizations and customers. Lawrence B. Chonko explores how sales leaders take professional selling to the next level by focusing on serving the customer. Discussing the key skills of sales leaders - technological proficiency, managing change, and harnessing and using knowledge - Chonko analyzes how sales leaders are distinguished from other sales professionals.

Key features include:

• analysis of how sales leaders anticipate future events
• focus on sales leaders emphasizing long-term customer relationships rather than transactions
• discussion of how sales leaders have adopted the servant leadership philosophy in order to enhance the overall customer experience.




This Advanced Introduction will be a useful resource for scholars and advanced students studying marketing. Its focus on the qualities of sales leaders will also be beneficial for sales professionals interested in enhancing their customer relations skills.

Lawrence B. Chonko, Professor of Marketing, College of Business, University of Texas at Arlington, US