Eclectic Sales Management: Strategic Response to Trends in the Eighties

Anderson, Rolph E.; Rosenbloom, Bert
November 1982
Journal of Personal Selling & Sales Management;Nov82, Vol. 2 Issue 2, p41
Academic Journal
The article focuses on strategic response to trends in sales management in 1980s. At no other time in the history of the U.S. has the future of sales management offered more opportunities or challenges. In the 1980's and beyond, sales managers will need to adapt to several dramatically accelerating trends. Among the most important of these trends are increased buyer expertise, higher customer expectations, intense foreign competition, revolution in communications technology and others. With budget and profit squeezes, buyers of all kinds are becoming increasingly more savvy in obtaining value for their dollars. Moreover, they are tending to treat more purchases as if they were long term investments, an attitude that has long prevailed in many European countries. Consumers are becoming less tolerant of product and service limitations and more willing to invest time in comparing alternative brands of products and services. At the same time, organizational buying is stressing more efficient purchasing processes and the use of buying committees consisting of purchasing, engineering, and operations managers.


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