The Evolution of Personal Selling

Wotruba, Thomas R.
June 1991
Journal of Personal Selling & Sales Management;Summer91, Vol. 11 Issue 3, p1
Academic Journal
While personal selling positions have been categorized into taxonomies, a longitudinal view of how selling jobs change or evolve has not yet been provided. This article presents such a view, based on an inductive analysis from available literature on selling jobs, selling's history, and characteristics of competitive and market environments. Five stages in this evolution of selling are presented and discussed: provider, persuader, prospector, problem-solver, and procreator. Relationships to management practice and implications for future research efforts are also noted.


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