Improving judgment-based salesforce decision model applications
Raymond W. LaForge, Charles W. Lamb, David W. Cravens, William C. Moncrief
Journal of the Academy of Marketing Science · 1989 · Volume 17 · Issue 2
Abstract
Judgment-based salesforce decision models are potentially useful analytical tools for salesforce deployment analysis. However, limitations in existing models restrict the value of current model applications. A synthesis of previous research identifies several problems in obtaining accurate response estimates using existing approaches. Specific model usage situations and model development procedures are recommended to improve applications of existing judgment-based salesforce decision models. A research agenda is discussed to improve future model applications.
Keywords
Decision Model, Response Estimate, Personal Selling, Effort Allocation, Market Science Institute
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