In large firms, which may offer numerous products and services nationally or even worldwide, experienced marketing, advertising, and public relations managers coordinate these and related activities. These activities are supervised by middle and supervisory managers who oversee staffs of professionals and technicians. Marketing managers develop pricing strategy with an eye towards maximizing the firm's share of the market and ultimately its profits. In collaboration with sales, product, and other managers, they monitor trends that indicate the need for the new products and services and oversee product development. Marketing managers work with advertising and sales promotion managers to best describe the firm's products and services and sway potential users.
Sales managers direct the firm's sales program.
They assign sales territories and goals and establish training programs for their sales representatives. In large, multiproduct firms, they oversee regional and local sales managers and their staffs. Sales managers maintain contact with dealers and distributors. Except in the largest firms, advertising and sales promotion staffs are generally small and serve as a liaison between the firm and the advertising or sales promotional agency to which most advertising or promotional functions are contracted out. Advertising mangers oversee the account services, creative services, and media services departments.