Cotham, James; Cravens, David; Pennington, Allan - In: European Journal of Marketing 6 (1972) 2, pp. 124-129
Questions the value of ‘morale boosting’ as a device for salesman improvement, concludes that attention to specific attitudes is likely to prove more rewarding. Specifies the improvement of sales‐force morale is often seen as vital to effective performance. Sheds light on the scarcity of...