个人销售和销售管理到战略营销渠道管理的起源、演变和转变

IF 0.7
Rolph E. Anderson, Alex H. Cohen, P. Christ, R. Mehta, Alan J. Dubinsky
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引用次数: 6

摘要

人员销售和销售管理问题一直是研究学者们极大关注的焦点,从而扩展了我们现有的营销领域的知识。然而,从历史的角度对人员销售和销售管理学科发展的研究却很少。因此,这份手稿通过追踪个人销售通过销售管理的转变,在战略营销渠道管理中发挥突出作用,部分解决了这一差距,从而做出了独特的贡献。本文从历史的角度讨论了个人销售和销售管理的起源和演变,包括先锋时代(1750-1780)、稀缺时代(1780-1820)、生产时代(1820-1870)、创新和增长时代(1870-1914)、科学管理时代(1880-1920)、咆哮的二十年代(1920-1929)、世界动荡时代(1929-1945)、战后复苏和繁荣时代(1945-1977)、个人电脑时代、授权销售人员时代、销售经理角色的转变(1977-2000),客户关系时代和顶层销售经理作为战略渠道经理(2000年至今)。参考当前时代,本文讨论了销售人员的角色,特别是高级到顶层的销售经理,通过从交易销售和关系销售转向当前更强调与经销商中介建立共生和协同的战略伙伴关系/联盟,在培养与公司营销渠道成员的长期关系方面所起的作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Provenance, evolution, and transition of personal selling and sales management to strategic marketing channel management
Abstract Personal selling and sales management issues have been the focus of tremendous attention by research scholars, thus expanding our extant knowledge of the field of marketing. However, studies on the development of the discipline of personal selling and sales management from a historical perspective have been sparse. Accordingly, this manuscript makes a unique contribution by partially addressing this gap in the literature by tracing the transition of personal selling through sales management to a prominent role in strategic marketing channel management. From a historical vantage point this article discusses the genesis and evolution of personal selling and sales management, which include the Pioneer Era (1750–1780), Era of Scarcity (1780–1820), Era of Production (1820–1870), Era of Innovation and Growth (1870–1914), Era of Scientific Management (1880–1920), Era of the Roaring Twenties (1920–1929), Era of World Turmoil (1929–1945), Era of Postwar Recovery and Prosperity (1945–1977), Era of Personal Computers, Empowerment of Salespeople, Changing Roles of Sales Managers (1977–2000), and the Era of Customer Relationships and Top-Level Sales Managers As Strategic Channel Managers (2000–Present). With reference to the current era, the article discusses the role salespeople in general and senior- to top-level sales managers in particular play in fostering long-term relationships with a firm’s marketing channel members by moving from transactional selling and relationship selling to the current greater emphasis on forging symbiotic and synergistic strategic partnerships/alliances with reseller intermediaries.
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来源期刊
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期刊介绍: The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.
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