Sales Management and The Computer: Prospects for the 1980's

Comer, James M.
September 1981
Journal of Personal Selling & Sales Management;Fall/Winter81/82, Vol. 2 Issue 1, p6
Academic Journal
The article deals with the analysis of the concept of computer based sales management problem solving that was supposed to emerge in selling. By 1975 computer based applications in sales management were centered around information system design and decision models. The information system orientation was largely procedurely oriented. On the other hand, decision modeling has developed from initial simplistic short term decision making to rather complex multi-objective, multi-attribute decision models. The decision models of the 1960's and 1970's typically were designed to solve highly specific sales management problems such as sales rep routing, territory design, or effort allocation. These model based problem solutions were uneven because they were structurally unable to cope with the complexities of variable interactions inherent in sales management problems. The period since 1975 has been characterized by a legitimization of sales management based research in the academic community. There is much more to personal selling and sales management than can be captured in the probabilities and programming of decision modeling.


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