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PERSONAL SELLING AND THE MARKETING MIX
EUGENE J KELLEY AND WttLLAM LAZEr Managerial
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activities advertising American analysis anthropologist approach attitudes awareness behavior brand Brown Milling buyer Carl Sanders cent competition competitors concept concerned consumer contacts culture customers decision detail doctors drug economic effective Electrolux Elihu Katz equipment ethical example factors farm firm function gammanym important income increase individual industrial innovation interview involved machine manufacturer marketing Markov Chain mass media ment merchandise million motives National Aluminum needs nomic North Carolina operation personal selling population potential practices problems Procter & Gamble psychology purchase question reference group reference-group influence relations relationship Reprinted by permission role sales force sales manager salesman seller situation soap social class sold sources specific strategy sumer superego techniques theory tion tive Walter Thompson Company wholesalers WXYZ