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Sales Management: Decisions, Policies, and Cases

Article  in  Journal of Marketing · October 1976

DOI: 10.2307/1251088

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Joel R. Evans
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 148 Journal of Marketing, October 1976

teresting is the section on market selection and prod-
uct planning, which Corey introduces with a case
example. He uses that example as a springboard to
develop key concepts, and goes on to present a cap-
sule overview of product policy.
Instructors will find the teacher's manual of con-
siderable value. For each case the manual contains
discussion questions, information on actual results,
and concluding comments which position the case
conceptually. These comments help the instructor to
offer generalizations which enable students to trans-
fer learning from a particular case to a wider range of
business situations. For several reasons, the manual
includes short cases which contain information about
what happened subsequent to the situation described
in the original case. The instructor could use these
short follow-on cases in class, or could distribute
them for later analysis.
Instructors who have used the first edition of
Corey's book will welcome the appearance of this
second edition. Instructors who wish to add challeng-
ing case work to their industrial marketing courses
may find his book highly appropriate.
RICHARD N, CARDOZO
University of Minnesota,
Minneapolis

PUBLIC POLICY ISSUES IN MARKETING

edited by O. C. Ferrell and Raymond LaGarce
(Lexington, Mass,: D, C, Heath and Company, 1975, 195 pp, $15,)

This book consists of twelve chapters selected from
papers presented at a public policy conference held
at Southern Illinois University, Although lacking a
tight conceptual framework, the book is organized
into four parts.
Part 1 contains three papers on public policy struc-
ture, B, Enis and N, Kangun present an input-output
model of public policy formation which provides an
excellent framework for understanding the process of
policy development, H, Spence presents a controver-
sial argument that the central assumptions of the
capitalistic system must be changed to advance pub-
lic welfare. A, El-Ansary and A, Breuils present U,S,
and French policy-making structures, a comparative
evaluation of each, and a proposed framework for
government intervention.
Part 2 is concerned with the issue of advertising
and public policy, D, Cohen explores the FTC in-
terpretation of unfairness and its resulting ramifica-
tions for consumer advertising, H, Kassarjian et al,
report the results of an experimental study which
demonstrates that corrective advertising can change
consumer attitudes previously created by misleading,
unfair, or deceptive advertising.
Part 3 deals with the responsibilities of business, E,
Cundiff briefly outlines changes in public policy deal-
ing with product safety, product information, and
deceptive advertising and calls for greater coopera-
tion between business and government, W, Lazer and
P, LaBarbera provide an excellent history of business
efforts to self-regulate, pointing out the requisites for
effective self-policing programs, M, G, Jones argues
that business must formulate policies to react to
consumerism and allow more consumer input to
these policies.
Part 4 presents the illusive concept, "Future Di-
mensions," L, Richardson advances the proposition
that consumerism is becoming more institutionalized
and briefly discusses emerging consumer issues, L,
Boone and D, Kurtz report survey results of state at-
torney generals with a focus on future consumer pro-
tection legislation. In the final chapter R, Holloway
deals with the futuristic methods of forecasting and
identifying public policy issues.
The book's primary focus is not on public policy
issues per se, but rather the policy formation process
and the need for better business and government
consumer interaction. This is not a major shortcom-
ing, however, since articles that deal with specific
issues become dated rather quickly,
A unique feature of the book is inclusion of a short
commentary after each chapter, prepared by an ex-
pert discussant. The critique serves to analyze and
expand on the thoughts presented in the chapter.
The serious student of marketing and public policy
will find the book qu'te useful. It is also valuable for
use in graduate '~'r a , anced undergraduate seminars
for the original cot;';rib itions it contains, the alterna-
tives presented, ana directions for empirical research
that are indicated.
M. BIXBY COOPER
Michigan State University,
East Lansing

SALES MANAGEMENT: DECISIONS, POLICIES,

AND CASES, Third Edition
by Richard R. Still, Edward W. Cundiff, and Norman A. P. Govoni
(Englewood Cliffs, N,J,: Prentice-Hall, Inc, 1976, 540 pp, $13,95,)
This book is well integrated and well written. It area, and provides interesting information to both
follows the style of almost all the leading texts in the students and practitioners.
Book Reviews
The authors divide the subject of sales manage-
ment into four parts. Part 1 gives an overview of per-
sonal selling, its relation to marketing strategy, and a
clear description of the sales function from a man-
agerial perspective. Company objectives, forecasting
techniques, and sales policies are fully discussed.
During the second part, organization of the sales
effort and the fundamentals necessary to develop-
ment of the personal selling function are detailed.
Throughout the third part, management of the sales
force and management procedures are examined.
Sales force selection, training and instruction, moti-
vation and the use of meetings, compensation, as-
signment, and evaluation are each presented. Part 4
contains a discussion of budgeting, quotas, and
evaluation.
Within each chapter, the authors include excellent
examples and illustrations. Tables and charts are
up-to-date. Exhibits of actual forms, such as applica-
tions, are plentiful. Also of interest, to students and
practitioners alike, is a statement of the sales man-
ager's creed.
The strength of the book rests in two areas. First,
parts two and three are very good. The chapters on
sales organization, selection, sales training, and sales
techniques are the finest in the book. Chapter 10,
which provides a complete sales job description and
a discussion of the legal environment of hiring new
THE NEW MARKETING
by Robert M. Fulmer
(New York; Macmillan Publishing Co,, Inc, 1976, 578 pp, $12,95,)
Professors of basic courses in marketing will find
this book so refreshing that it will keep the student
interested past the roll call. It is a text designed to
provide practical examples, current marketing data,
and viable sources for supplementary reading and in-
formation. In addition, it combines impact with color
and attractive visual display that leads the reader
through the pages on a voluntary basis.
The 23 chapters are organized into five major divi-
sions. Part 1 contains a review of basic marketing
activities, analysis of the environment in which mar-
keting exists, a discussion of the marketing mix, con-
cepts of the current marketing process, and a look at
the future activities of marketing. Part 2 contains a
discussion of product life cycle, packaging, and other
factors which affect the life and death of products.
Part 3 discusses customers, middlemen, government
regulators, and facets of international marketing.
Part 4 presents material on marketing information,
advertising, salesmanship, sales promotion, basic
pricing theory, and pricing strategy.
The last section. Part 5, reflects upon the entire
marketing process. Major ethical and social dimen-
149
personnel, is most distinctive. Second, the authors
provide an excellent group of cases to supplement
their text material. The 70 cases cover a wide range
of sales management topics; and many are based on
the experiences of well-known companies.
Despite the contributions and strengths exhibited
by this book, there are some weaknesses. The authors
do not fully discuss the systems approach to sales
management. Philosophies of management as they
apply to sales are not described. The negative at-
titudes of college students toward sales are not cov-
ered. There are not enough quantitative illustrations
in the chapters on forecasting, budgeting, and com-
pensation. Ethics are examined too briefly. Last,
there are two important omissions: (1) there is no
integrating chapter at the conclusion of the text, and
(2) no questions for thought or discussion appear at
the end of any chapter.
Still, Cundiff, and Govoni have written a fine book.
It should provide the reader with much new material
and thoughtful pauses. Its strengths are many; and
its weaknesses are fewer than those found in compet-
ing sales management texts.
JOEL R, EVANS
Hofstra University,
Hempstead, New York
sions are discussed along with executive philosophy
in the current marketing environment. The book con-
cludes with a look at the emerging problems of a
"shortage society" and how marketing may be
viewed in future decades.
Strong points of Fulmer's book relate to his style,
organization, and inclusion of interesting tables. The
reviewer believes that students will find the book
easy to follow, easy to read, easy to understand, and a
pleasure to study. It might even be one that is not
immediately exchanged at the book store when the
semester is finished,
Fulmer's book is appropriate for junior college
basic marketing classes and, when combined with
timely outside material, is appropriate for senior col-
lege basic courses. Rather than being a serious,
lengthy, philosophical text, it is appropriately sub-
stantive, readable, and entertaining , , , and why
shouldn't a text be all those things?
PAT L. BURR
University of Texas
at San Antonio
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