Lagos Business School (LBS) faculty, Dr Ogechi Adeola has co-authored a book alongside Head of Department of Marketing, University of Ghana Business School (UGBS), Professor Robert Ebo Hinson and the Vice Chancellor of University of Professional Studies, Accra (UPSA), Prof Abednego Feehi Okoe Amartey.
The book, Sales Management: A Primer for Frontier Markets provides solutions to the current challenges experienced by business owners, marketers, and sales practitioners in a way that will help businesses grow and look beyond setting goals for short-term profitability.
The 229-page book is targeted at practitioners, agents, and scholars within the sales industry and students preparing to enter the field about what it takes to enhance sales, retain customers, build a business relationship with the consumer, and compete in the global market.
Speaking at the launch, which recently held in Accra Ghana, Dr Ogechi Adeola, who is an Associate Professor of Marketing at LBS said, “We are confident that our book offers important answers to current and future sales challenges in Africa. It will be a useful learning tool for students in their undergraduate and postgraduate programmes, and a useful reference for practitioners and professors of sales management following marketing trends in Africa.”
She also thanked her colleagues at LBS and the Development Policy Poverty Monitoring and Evaluation Centre of Research Excellence at the University of Ghana for support received during the project.
The foreword for the book was written by Professor of Marketing at the University of Wisconsin – Platteville, USA and Visiting Professor at LBS, Prof Louis Nzegwu.
Dr Ogechi Adeola is the Academic Director of the LBS Sales and Marketing Academy and Associate Dean of Business Administration at the California-based University of the People, an accredited online tuition-free institution.