Selling and Sales Management in Action: The New Model of Personal Selling: Micromarketing

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.