Uses the conflicting viewpoints that the “aim of marketing is to make selling unnecessary” (Drucker) and “the heart of … marketing is selling” (Hersey) as the basis for discussion. Observes that, certainly in many organizations, the prime … responsibility for implementing the marketing strategy rests with the field salesforce “at the sharp end”. Notes that some …

assets in the “new economy”. The present paper now addresses the questions of how these changes affect traditional marketing … delivery structures and mechanisms and, more importantly, how these changes affect the cost of marketing and the estimation of … value that marketing delivers. The disciplines of marketing are such that a major role can be played in exploring the likely …

the late 1990s. Focuses mainly on changing the emphasis from broad‐based marketing to its practical follow‐up via active … selling. Introduces a number of concepts in Part I to assist professional firms to realize the full potential that is …

practical follow‐up via active selling. Considers the various aspects of target marketing which can be adopted by professional … develop their businesses in the late 1990s. The main focus is on changing the emphasis away from broad‐based marketing to its …

‐term benefits have been proved over time. As a strategic element of the marketing mix, it is no longer dismissed on the basis of …