Manual on Marketing and Sales for Cooperatives
The Marketing and Sales Manual documents strategies and processes that would allow cooperatives to facilitate effective marketing campaigns that would increase customer acquisition and retention. It highlights that Marketing and Sales functions work hand-in-hand - as in a pull and push strategy respectively - to drive sales and sustain profit for cooperatives. It follows a four-step process of guiding cooperatives through a series of exercises so that they could be successful in: (1) Identifying Marketing and Sales Objectives, (2) Conceptualizing their respective strategies, (3) Planning the executions of both functions; and (4) Evaluating their implemented initiatives. Various case studies and best practices within the microfinance and banking industries are also included to serve as benchmarks and good sources of lessons that cooperatives can learn from in order to grow their business and remain attractive and relevant to their intended customers, as evidence by increasing revenue.