Selling and Sales Management in Action: Prospecting: A New Look at this Old Challenge |
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| Authors: | Marvin A. Jolson Thomas R. Wotruba |
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| Affiliation: | Marvin A. Jolson is professor of marketing, University of Maryland at College Park. Thomas R. Wotruba is professor of marketing at San Diego State University. |
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| Abstract: | Prospecting is a fundamental step in the personal selling process. However, a wide variety of prospecting approaches exists among sales organizations and there is substantial disagreement in the terms used to describe prospecting elements and relationships. This article presents a working model that identifies and defines those elements and clearly demonstrates the strategic relationships among them. Insights and implications for managers are presented, along with suggestions for analyzing and modifying existing prospect-development programs. |
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