The book, Sales Management – A Primer for Frontier Markets was jointly authored by Dr Ogechi Adeola, Associate Professor of Marketing, Lagos Business School, Pan-Atlantic University, Professor Robert Ebo Hinson, Head of Department of Marketing, University of Ghana Business School (UGBS) and Prof Abednego Feehi Okoe Amartey, the Vice Chancellor of University of Professional Studies, Accra (UPSA).
It discusses what it takes to enhance sales, retain customers, build business relationships with customers, and how to compete in the global market.
The book was officially launched by Dr Gideon Ameyedor, Managing Director of J in G Insurance Brokers in an event chaired by Prof Owusu Frimpong, Professor of Marketing at Ghana Institute of Management and Public Administration.
Speaking to the media after the launch, Dr. Adeola said the book captured case studies from the African perspective and recommended it to students, practitioners and academia.
“We wanted to look at the uniqueness of sales management in Africa. We wrote the book with an African perspective. We brought in sales experts from Africa to give their perspectives on sales management in Africa. We also included some case studies that tie theory to practice. So generally want people to know how to manage sales effectively in our continent,” she added.