Application of Operations Research to Personal Selling Strategy

Author

David B. MONTGOMERY, Singapore Management UniversityFollow
F.E. Webster Jr.

Publication Type

Journal Article

Publication Date

1-1968

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.

Discipline

Business

Research Areas

Marketing

Publication

Journal of Marketing

Volume

32

Issue

1

First Page

50

Last Page

57

ISSN

0022-2429

Identifier

10.2307/1249197

Citation

MONTGOMERY, David B. and Webster Jr., F.E.. Application of Operations Research to Personal Selling Strategy. (1968). Journal of Marketing. 32, (1), 50-57.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1581

Additional URL

https://doi.org/10.2307/1249197