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