...Ian Wilson 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...

...Clifford J. Ferguson The second section of a two‐part article detailing the activities necessary for professional firms to compete and develop their businesses in the late 1990s. The main focus is on changing the emphasis away from broad‐based marketing to its practical follow‐up via active selling...

...Clifford J. Ferguson A two‐part article developing the necessary activities for professional firms to compete and develop their business in the late 1990s. Focuses mainly on changing the emphasis from broad‐based marketing to its practical follow‐up via active selling. Introduces a number...

... 1989 Marketing mix Selling Customer service Pricing policy Buying CUSTOMER SERVICE: A COMPETITIVE COVENANT 5 C ustomer service is crucial to the development and maintenance of lasting buyerseller relationships. Customer Service: A Competitive Covenant by William B. Wagner Introduction...