This revised text recognizes selling as the cutting edge of business. It has been rewritten and contains more examples and case studies. Emphasis is placed on pro-active selling, customer creation, understanding the buyer, the need for product knowledge, selling techniques and communications. This is combined towards the end of the book with the traditional sales management functions of forecasting, planning, organization, training and appraisal. It is suitable for students taking BTec HNC/D Business and Finance, DMS, BA Business Studies, A-Level Business Studies, IoM, IoEX and CAM courses, as well as sales professionals.