The Power of Persuasion: Lessons in Personal Selling from the White House |
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| Authors: | Edward Mayo Lance P. Jarvis |
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| Affiliation: | Edward Mayo (Ph.D. Penn State) is Professor of Marketing at Western Michigan University. Lance P. Jarvis (Ph.D. Penn State) is Associate Professor of Marketing at the University of Central Florida. The authors' recent contributions to the literature appear in the Journal of the Academy of Marketing Science, International Marketing Review, and the Journal of Services Marketing. Their joint article on Presidential delegation styles appears in Business Horizons. The Editor and two anonymous reviewers are thanked for their valuable comments and suggestions on previous versions of this article. |
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| Abstract: | Those Presidents who historians agree have been most successful have been able to sell themselves and their programs to many different constituencies. They have recognized that effective leadership requires many of the same skills as effective personal selling. The experiences of those who have worked in the Oval Office underscore some of the simple but often forgotten lessons of personal selling, and this article catalogs some of the most important of these. |
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