CLU professor publishes sales primer

Michael Lodato, PhD, business professor emeritus at California Lutheran University, has recently published a book, "Integrated Sales Process Management: A methodology for improving sales effectiveness in the 21st century."

Published by AuthorHouse in 2006, Lodato's book targets sales and marketing executives from businesses that use personal selling to sell high priced products and services, and other businesses employing long, multi-step solution selling cycles. The book also targets recent college graduates who are entering the sales field.

"The graduates may have been exposed to a lot of theory from professors whose practical experience in applying that theory may be limited," said Lodato. "Others moving into sales and marketing from other professions may have the knowledge, but not the skill, yet their employers expect them to be able to get things done."

Lodato currently serves as president of MWL and Company, an international consulting practice in Westlake Village.

For more information about the book, call Lodato at (818) 889-7158