A Cross-National Investigation of Student Attitudes Toward Personal Selling: Implications for Marketing Education

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Journal of Marketing Education


Recruiting future salespeople from the ranks of university undergraduates has become a major goal of many businesses. Until recently, however, students have not viewed a career in personal selling favorably. This article reports a multicultural study that examines the thoughts of students in New Zealand, Singapore, India, and the United States regarding personal selling. The results indicate variation among the countries but more similarities than differences in the thoughts associated with personal selling. The article concludes with implications for marketing educators.


Journal of Marketing Education, Volume 20, No. 2, pp 161-173 (1998). DOI: 10.1177/027347539802000210