August 1988
Journal of Personal Selling & Sales Management;Aug88, Vol. 8 Issue 2, p64
Academic Journal
The article presents the paper "Humanize Your Selling Strategy," by Harvey B. Mackay, published in the journal "Harvard Business Review." In the article, the author discusses ways to collect the information and examples of how the information can be used to develop the customer relationship. While the article is a case study of one corporation, the material presented is applicable to a wide range of companies.


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