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| Author: | Fournier, C. |
| Title: | The salesperson's role clarity and task clarity in direct marketing |
| Journal: | Journal of Direct Marketing
1996 : SUMMER, VOL. 10:3, p. 8-17 |
| Index terms: | DIRECT SELLING SALESMEN ROLES |
| Language: | eng |
| Abstract: | Direct marketing is used more and more often to support, rather than take the place of, salespeople in the field. However, when new techniques are not properly introduced, many salespeople reject them, either because they fear being replaced by the new methods or because they feel inadequate about their potential effectiveness in the opeartions launched. The present study shows how certain characteristics of the salesperson and certain organizational measures can increase the salesperson's perception of both role clarity and task clarity. |
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