Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

elling
“Everyone lives by selling something,”
noted the novelist Robert
Louis Stevenson. People are selling either a product, a service, a
place, an idea, information, or themselves.
Cynics view selling is a form of civilized warfare fought with
words, ideas, and disciplined thinking. And they view marketing as
an effort to add an element of dignity to what is otherwise a vulgar
brawl.
There are many images of selling. The YTS school says that sell-
ing consists of “yell, tell, and sell.” The S&P school says selling is
“spray and pray,” The LGD school says that selling is “lunch, golf,
and dinner.” And the salesperson is described as a “talking brochure.”
There is the well-known story of the Stanley Works in which a