Sales and Marketing

Sales and marketing is vital to all organizations. The rapid changes caused by market disruptions, digital marketing, and smarter consumers requires organizations and their sales and marketing employees to be up-to-date with the latest knowledge in this area. Our sales and marketing training, based on the SMstudy® Guide, is organized into six major areas:

  1. Marketing Strategy (MS)
  2. Marketing Research (MR)
  3. Digital Marketing (DM)
  4. Corporate Sales (CS)
  5. Branding and Advertising (BA)
  6. Retail Marketing (RM).

Sales and Marketing as a Continuum

It is important for us to note that the fact that we are in the twenty-first century does not make all the earlier avenues of Sales and Marketing obsolete. Some companies marketing consumer goods continue to spend a significant proportion of their marketing budget on conventional mass media marketing. In some cases a seller’s marketplace continues to be the reality for certain commodities that have a limited number of producers, or where the production is highly regulated by the government or controlled by monopolies or duopolies. Similarly, in some regions or countries, traditional marketplaces continue to flourish.

Rather than viewing the changes as completely replacing the earlier practices, Sales and Marketing approaches should be viewed as a continuum where recent innovations can co-exist with earlier practices. It is the responsibility of a company’s Sales and Marketing teams to make the strategic decisions that will work best to achieve the desired outcomes, given the reality of the markets and particular consumer preferences.

Sales and Marketing students, who read material on the subject, often find it confusing because authors offer varied perspectives that may be difficult to assimilate and comprehend in the present day. Each author’s perspective can also vary depending on when the material was written (i.e., where he or she was on the Sales and Marketing timeline), his or her individual or industry preferences and experiences, and other factors. Conversely, the concepts covered in this Sales and Marketing Body of Knowledge (SMstudy® Guide) are not limited to the perspective of any particular author or industry. The SMstudy Guide was developed by VMEdu, Inc., a professional education provider which has educated over 400,000 students.

© 2015 VMEdu® Inc. SMstudy® Guide. Book One. Marketing Strategy.

Overview of the SMstudy® Guide

A Guide to the Sales and Marketing Body of Knowledge, also referred to as the “SMstudy® Guide,” is a series of books that provide guidelines for the Sales and Marketing of products and services.

It offers a comprehensive framework that can be used to effectively manage Sales and Marketing efforts in any organization. The objective of the SMstudy® Guide is to provide a practical and process-oriented approach to Sales and Marketing that emphasizes how various elements of Sales and Marketing can be integrated to develop a comprehensive and effective organizational plan.

The concepts in the SMstudy® Guide can be applied effectively to any company in any industry—from small companies with only a few employees to large, complex organizations with numerous business units, multiple product lines, and thousands of employees across many countries. The term “product” in the SMstudy® Guide may refer to either a product or a service of a company.

Why Use the SMstudy® Guide?

Some of the key benefits of using the SMstudy® Guide are as follows—

1. Consolidated Expertise—The SMstudy Guide is developed by VMEdu, Inc., a global certification course provider that has educated over 400,000 students world-wide in more than 3,500 companies. It provides practical, industry-proven best practices, rather than purely theoretical advice.

2. Process-Oriented Approach—The SMstudy® Guide explains Sales and Marketing concepts through a practical, process-oriented approach. This helps Sales and Marketing professionals understand the specific processes they should follow to be effective in their Sales and Marketing roles. Each process has associated inputs, tools, and outputs that are recommended for use. Highly recommended inputs, tools, and outputs are noted with an asterisk (*) beside the concept in each process box and then again when each process is discussed throughout that section.

3. Applicable to All Industries—The many authors, advisers,, and reviewers of the SMstud,/ Guide have worked in numerous Sales and Marketing areas and geographic regions across a variety of industries. Thus, insights provided by them make this body of knowledge industry independent.

4. Applicable to Companies of All Sizes—The SMstudy® Guide has been written to meet the needs of all companies regardless of size. Small start-up companies with fewer than ten employees, or large organizations with several thousand employees and multiple product lines and business units, can equally benefit from the information in this guide. Additionally, the content provided in the SMstudy’ Guide is highly relevant to for-profit and non-profit organizations alike.

5. Comprehensiveness—The SMstudy® Guide is organized into six Sales and Marketing Aspects: Marketing Strategy (MS), Marketing Research (MR), Digital Marketing (DM), Corporate Sales (CS), Branding and Advertising (BA), and Retail Marketing (RM). Each Aspect is detailed in a separate book. Taken together, the series provides a comprehensive and complete understanding of Sales and Marketing. The concepts covered in the SMstudy® Guide are further reinforced through videos and case studies available at

6. Applicable to Beginners and Experts—The SMstudy® Guide presents recommended concepts that beginners should know and also highlights advanced concepts for individuals who have more experience and who are on their way to becoming experts in the field. Readers can decide which of the six Sales and Marketing Aspects are most relevant to them and select from the available books accordingly.

7. Alignment with Job Roles—The Aspects included in the SMstudy Guide are organized to align with the most common or typical job roles or career fields of Sales and Marketing.

8. Continuous Improvement—Concepts related to Sales and Marketing continue to evolve; therefore, the SMstudy Guide will be continuously reviewed and updated to ensure that it remains relevant.

© 2015 VMEdu® Inc. SMstudy® Guide. Book One. Marketing Strategy.