From The Practitioner's Desk: A Comment on "Personal Selling and Sales Management in the New Millennium"

Magrath, Allan J.
January 1997
Journal of Personal Selling & Sales Management;Winter97, Vol. 17 Issue 1, p45
Academic Journal
The author says that as a marketing executive for 3M Corp., he was intrigued with professor Rolph Anderson's article "Personal Selling and Sales Management in the New Millennium." His sense that high tech is not likely to displace high touch personal selling certainly would be 3M Corp.'s view, especially for complex customer problem. Anderson touches on the importance of mega-retailers and distributors but neglects the challenges of servicing and building global relationships with huge critical end users from any number of market sectors. Because such strategic accounts require teams involving multiple product divisions, 3M functions, and regional 3M organizations across the globe, strategic account leaders within sales organization have to learn both enhanced teamwork and coordination as well as acquire flexible matrix management know-how to ensure that customers receive optimized assistance across three different organizational boundaries. Anderson touches on globalization, he fails to pointedly consider the competitive dynamic.


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