Contemporary Selling : Building Relationships, Creating Value book cover
6th Edition

Contemporary Selling
Building Relationships, Creating Value

ISBN 9780367435172
Published August 2, 2021 by Routledge
436 Pages 111 Color Illustrations

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Book Description

Contemporary Selling is the only book that combines full coverage of up-to-date personal selling processes with a straightforward look at sales management practices, delivered in a way that students want to learn and instructors want to teach. The overarching theme of the book is enabling salespeople to build relationships successfully and to create value with customers.

Johnston and Marshall have created a comprehensive, holistic source of information about the selling function in modern organizations that links the process of selling (what salespeople do) with the process of managing salespeople (what sales managers do). A strong focus on the modern tools of selling, such as customer relationship management (CRM), social media and technology-enabled selling, and sales analytics, means the book continues to set the standard for the most up-to-date and student-friendly selling book on the market today. Pedagogical features include:

  • updated mini cases to engage students and reinforce learning objectives;
  • Ethical Dilemma and Global Connection boxes that simulate real-world challenges faced by salespeople and their managers;
  • Role Play exercises that enable students to learn by doing; and
  • updated discussion queries to drive classroom discussion and help students connect important concepts.

This fully updated new edition is an invaluable resource for students of personal selling at both undergraduate and postgraduate levels.

Supplementary resources include an instructor’s manual, PowerPoint slides, and other tools to provide additional support for students and instructors.

Table of Contents

Part 1: What is Contemporary Selling?

1. Introduction to Contemporary Selling

2. Understanding Sellers and Buyers

3. Value Creation in Buyer–Seller Relationships

4. Ethical and legal Issues in Contemporary Selling

5. CRM, Sales Technologies, and Sales Analytics

Part 2: Elements of the Contemporary Selling Process

6. Prospecting and Sales Call Planning

7. Communicating the Sales Message

8. Negotiating for Win–Win Solutions

9. Closing the Sale and Follow-Up

10. Salesperson Self-Management

Part 3: Managing the Contemporary Selling Process

11. Salesperson Performance: Behavior, Motivation, and Role Perceptions

12. Recruiting, Selecting, and Training Salespeople

13. Compensating and Evaluating Salespeople

14. Global Perspectives on Contemporary Selling

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Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics at Rollins College in Florida, USA, and is a consultant for firms in the personal health care, chemical, transportation, service, and telecommunications industries.

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy at Rollins College in Florida, USA, and is a Professor of Marketing and Sales at the Aston Business School in Birmingham, UK.


"I highly recommend this book to instructors who wish to cover the breadth of sales organization topics while still emphasizing the depth of learning through targeted student activities. Moreover, the contemporary selling model and framework provide an excellent roadmap and connect topics to the core of building relationships and creating value." 

Stacey L. Malek, Assistant Professor of Marketing, Erasmus School of Economics, The Netherlands


"This is an excellent resource for teaching sales management to business students. It provides a modern introduction to the field, covering in detail key ideas such as CRM, the selling process (including e.g., prospecting, communicating, negotiating, and closing), and how to manage the sales force (discussing features such as recruitment, training, incentives…). It includes illustrative mini-cases, role play exercises, and an appendix showing how to use formulas for CRM using spreadsheets. The textbook has also great complimentary materials (slides, instructor manual, and a test-bank of questions)."

Mercedes Esteban-Bravo, Full Professor in Marketing and Market Research, UC3M-Universidad Carlos III de Madrid, Spain