IMPROVING PROFESSIONAL SELLING: A SOCIAL EXCHANGE APPROACH

Abstract

Marketing (sales) occurs any time one social unit strives to exchange something of value with another social unit. Clearly, the essence of marketing (sales) is a transaction — an exchange — intended to satisfy human wants and needs. Recognising that there are numerous ways of classifying social units and potential exchange relationships, social units as sellers and buyers are focused on. Social exchange concepts as they relate to selling behaviour are summarised and how sales people can improve their performance by adopting a social exchange approach to selling is explained.

Citation

Tarver, J.L. and Haring, R.C. (1988), "IMPROVING PROFESSIONAL SELLING: A SOCIAL EXCHANGE APPROACH", Marketing Intelligence & Planning, Vol. 6 No. 2, pp. 15-20. https://doi.org/10.1108/eb045764