Marketing managers work with advertising and promotion managers to best promote the firm's products and services and to attract potential users. Sales managers direct the firm's sales program. They assign sales territories and goals and establish training programs for their sales representatives. Managers advise their sales representatives on ways to improve their sales performance. In large, multiproduct firms, they oversee regional and local sales managers and their staffs.
Sales managers maintain contact with dealers and distributors.
They analyze sales statistics gathered by their staffs to determine sales potential and inventory requirements and monitor the preferences of customers. Such information is vital to develop products and maximize profits. Except in the largest firms, advertising and promotion staffs are generally small and serve as a liaison between the firm and the advertising or promotion agency to which many advertising or promotional functions are contracted out. Advertising managers oversee the account services, creative services, and media services departments. The account services department is managed by account executives, who assess the need for advertising and, in advertising agencies, maintain the accounts of clients.