Abstract
Shortages are unprecedented in the experience of most sales managers and magnify a new set of issues. The general question is: “What sales strategy and tactics are appropriate under conditions of tight supply?” The subissues entail determining what adjustments must be made in selling-buying relationships to achieve objectives.
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References
Harold C. Cash and William J. E. Crissy, The Psychology of Selling (New York: Personnel Development Associates, 1957).
Gary M. Grikscheit, “Teaching Personal Selling: Macro and Micro Perspectives,” Journal of Marketing Education, forthcoming.
Philip Kotier, Marketing Management (Englewood Cliffs: Prentice-Hall, Inc., 1976).
Charles F. Phillips, “Impact of Shortages on Marketing,” Harvard Business Review, 21, (Summer, 1943), pp. 432–442.
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Grikscheit, G.M. (2016). How do you Sell when there is Nothing to Sell?. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_44
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DOI: https://doi.org/10.1007/978-3-319-16934-7_44
Publisher Name: Springer, Cham
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