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IMPLEMENTING A NEW SELLING MIX

Shannon Shipp (Assistant Professor of Marketing at Texas Christian University. His current research interests include marketing strategy and sales management. )
Kenneth J. Roering (Paul S. Gerot Chair and is Professor of Marketing at the University of Minnesota. He received his Ph.D. from the University of Iowa in 1972 and was on the faculty of the University of Missouri and the University of Iowa before accepting his current position in 1981.)
Richard N. Cardozo (Curtis L. Carlson Chair in Entrepreneurial Studies and is Professor of Marketing in the Carlson School of Management at the University of Minnesota. He received his Ph.D. from the University of Minnesota, an M.B.A. from Harvard Business School, and an A.B. from Carleton College.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 February 1988

128

Abstract

Many industrial firms are adopting new selling methods such as telemarketing, national account management, and the like. Unfortunately, there are few guidelines for division managers who pioneer the use of these techniques in their firms, particularly in terms of changes in appraisal, coordination, and planning systems that accompany the adoption of new selling methods. This article details the development and implementation of new selling methods at an industrial firm, and provides guidelines to managers for using these techniques in their own firms.

Citation

Shipp, S., Roering, K.J. and Cardozo, R.N. (1988), "IMPLEMENTING A NEW SELLING MIX", Journal of Business & Industrial Marketing, Vol. 3 No. 2, pp. 55-63. https://doi.org/10.1108/eb006060

Publisher

:

MCB UP Ltd

Copyright © 1988, MCB UP Limited

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