Application of Operations Research to Personal Selling Strategy

Application of Operations Research to Personal Selling Strategy

By
David Bruce Montgomery, Frederick E. Webster, Jr.
Journal of Marketing. January
1968, Vol. 32, Issue 1, Pages 50-57

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.