institute for employment studies

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Exchanging Skills in Sales and Marketing

Kodz J, Atkinson J, Perryman S

Report 341, Institute for Employment Studies, October 1997
ISBN: 978-1-85184-269-8, pp. xvi+90
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a report researched by IES

Part of the Department for Education and Employment Skills Review Programme, exploring current and future skill requirements in key occupations. This study of sales and marketing occupations was based on 17 in-depth interviews examining developments in these occupations. Sales and marketing has been affected by considerable changes in recent years. As competitive pressures, both national and international, are increasing, and customers growing more powerful and sophisticated, organisations are having to develop the skills of their sales and marketing workforces in order to remain competitive.

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