The New Model of Personal Selling: Micromarketing

Kurtz, David L.; Brooksbank, Roger
March 1995
Journal of Personal Selling & Sales Management;Spring95, Vol. 15 Issue 2, p61
Academic Journal
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.


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