Marketing Management, Millenium Edition - epiheirimatikotita.gr

Notes 31527. For an excellent summary of the skills needed by sales representatives and sales managers,see Rolph Anderson and Bert Rosenbloom, “The World Class Sales Manager: Adapting toGlobal Megatrends,” Journal of Global Marketing 5, no. 4 (1992): 11–22.28. Some of the following discussion is based on W. J. E. Crissy, William H. Cunningham, andIsabella C. M. Cunningham, Selling: The Personal Force in Marketing (New York: John Wiley,1977), pp. 119–29.29. For additional reading, see Howard Raiffa, The Art and Science of Negotiation (Cambridge,MA: Harvard University Press, 1982); Max H. Bazerman and Margaret A. Neale, NegotiatingRationally (New York: Free Press, 1992); James C. Freund, Smart Negotiating (New York:Simon & Schuster, 1992); Frank L. Acuff, How to Negotiate Anything with Anyone AnywhereAround the World (New York: American Management Association, 1993); and JehoshuaEliashberg, Gary L. Lilien, and Nam Kim, “Searching for Generalizations in BusinessMarketing Negotiations,” Marketing Science 14, no. 3, pt. 1 (1995): G47–G60.30. See Donald W. Dobler, Purchasing and Materials Management, 5th ed. (New York: McGraw-Hill, 1990).31. Adapted from Roger Fisher and William Ury, Getting to Yes: Negotiating Agreement WithoutGiving In, rev. ed. (Boston: Houghton Mifflin, 1992), p. 57.32. See Frank V. Cespedes, Stephen X. Doyle, and Robert J. Freedman, “Teamwork for Today’sSelling, Harvard Business Review, March–April 1989, pp. 44–54, 58. Also see Cespedes,Concurrent Marketing: Integrating Product, Sales, and Service (Boston: Harvard Business SchoolPress, 1995).