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Article
Publication date: 1 February 1988

HOW SALESPEOPLE ERR WITH PURCHASERS: OVERSTEPPING ETHICAL BOUNDS

I. Fredrick Trawick and John E. Swan

Introduction Perhaps one of the most embarrassing and painful things that can occur in dealing with another is to suggest that a person would commit an immoral act and…

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Introduction Perhaps one of the most embarrassing and painful things that can occur in dealing with another is to suggest that a person would commit an immoral act and then find that the person considers the act to be totally out of character: “I'm not that kind of person.” An industrial salesperson would certainly wish to avoid a suggestion that would violate the ethical precepts of a buyer. However, it is difficult to assess what a particular buyer might consider to be ethical.

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Journal of Business & Industrial Marketing, vol. 3 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/eb006053
ISSN: 0885-8624

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Book part
Publication date: 1 January 2005

Consumers’ Evaluative Reference Scales and Social Judgment Theory

Stephen L. Vargo and Robert F. Lusch

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Review of Marketing Research
Type: Book
DOI: https://doi.org/10.1108/S1548-6435(2004)0000001010
ISBN: 978-0-85724-723-0

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