TITLE

The New Model of Personal Selling: Micromarketing

AUTHOR(S)
Kurtz, David L.; Brooksbank, Roger
PUB. DATE
March 1995
SOURCE
Journal of Personal Selling & Sales Management;Spring95, Vol. 15 Issue 2, p61
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
In many markets personal selling is a critical component of marketing success. Yet despite an increasing amount of prescriptive marketing literature advocating a customer-oriented business approach, very little has been written about personal selling from a customer-oriented perspective. Based on the belief that, as part of the marketing process, personal selling should share the same customer-oriented philosophy and methodology, this article presents a new model of the personal selling process.
ACCESSION #
9605143659

 

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