5.1   Effective salesmanship and salesforce management             327
5.2   Innovative v imitative products: A lifecycle analysis        333
5.3   The vital P in marketing                                     339
5.4   Total quality marketing                                      344
5.5   Enhancing the marketing mix                                  348
5.6   Battle of perceptions                                        352
5.7   Beyond selling durables - the service interface              355
5.8   Marketing format for the future                              360
5.9   The sales promotion `pitch' for brand leverage               366
5.10  Getting to the roots of objections in personnel selling      370