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- Title
Marketing Effectiveness and Sales Supervision.
- Authors
CASWELL, W. CAMERON
- Abstract
The article discusses marketing effectiveness and management style. Faced with tougher competition and productive capacity exceeding demand firms have taken significant steps to improve distribution and lower costs. This kind of management is referred to as management by objectives. Managers delegate many how-to-do-it decisions and give individuals and groups assignments in terms of the end product. This is opposed to dictating how the project is to be accomplished. Management is faced with the task of knowing more about the types and sizes of customer accounts if it is to make reasonable assignments in terms of objectives rather than short-term activities.
- Subjects
MANAGEMENT by objectives; SALES force management; INDUSTRIAL capacity; ECONOMIC demand; DELEGATION of authority; INDUSTRIAL costs; GOAL setting in personnel management; MARKETING strategy; CONSUMER preferences; PRODUCT management; BRAND mobility; MANAGEMENT
- Publication
California Management Review, 1964, Vol 7, Issue 1, p39
- ISSN
0008-1256
- Publication type
Article
- DOI
10.2307/41165619