A Comment on 'Can Our Salesforce Managers Learn from Guerrilla Tactics?'

Enis, Ben M.
May 1983
Journal of Personal Selling & Sales Management;May83, Vol. 3 Issue 1, p48
Academic Journal
The article is a critical appreciation on the topic "Can our Salesforce Managers Learn From Guerrilla Tactics," that produces warfare analogies applied to various marketing issues. The topic provides fresh insights into the marketing discipline that are especially needed in sales training. The marketing-as-warfare analogy is very attractive to marketing scholars because of the few contributing factors. The recent economic climate is a difficult one with inflation, recessions etc. If the size of the "economic pie" is limited or even fixed, then it seems natural to think in terms of fighting for an increased share of that fixed pie. Warfare analogies, therefore, seem appropriate. But to its contradiction, warfare does not create utility, instead, often destroys utility like buildings, roadways, even people. Another factor that military strategists have been developing their ideas for centuries. To contrary, both sales organizations and guerrilla organizations must be tailored to the needs of their respective organizations. It is important to study competition and training is an investment. If such fundamental points can be emphasized with such novel examples as guerrilla tactics, then the practice of sales management may well be improved.


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