Application of Operations Research to Personal Selling Strategy
Open Access
- 1 January 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 32 (1) , 50-57
- https://doi.org/10.1177/002224296803200111
Abstract
Effective application of operations research to selling strategy offers significant opportunities for understanding how the market responds to sales effort and for better strategy decisions. Lack of progress to date may have created premature disillusionment. New information technology will create new needs and opportunities for applying increasingly realistic OR techniques to selling strategy.Keywords
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