Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Does Marketing Make Sales Superfluous? Revisiting Levitt and Drucker

Author(s): Praveen Sugathan,

The limited view of selling used by Levitt and Drucker can be attributed to: (a) the influence of Taylor’s principles to the field of sales; (b) confounds from the level of analysis and (c) the use of anecdotal evidence on companies of mass production. The effect of context and the level of analysis on the interpretation of their arguments are critically evaluated. How the redundancy statement gets influenced by the product and market complexity, its interpretation in relation to the new meaning of sales, stakeholder view of marketing and other contemporary discourses at the interface of sales and marketing are also discussed to articulate the importance of sales as a complement to marketing.

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