The Building Blocks

Each chapter follows this format to make it an easy read:

• Reading Section.

• Example Boxes: Relate concepts to identifiable selling situations.

• Exhibits: Consist of illustrations to visualize key concepts and charts to show how to put into practice the book's concepts.

• Two Case Studies (Chapters 2 to 8): One addresses processes on conceptual levels while the other case highlights tactical and strategic perspectives.

• Summary.