Many findings and experiences from the area of trade marketing, i.e. organization of sales function, along with the appliance of the existing scientific methodology, point to completely new and unknown egularities, that haven't been examined so far and therefore could not be studied. It implies that entire scientific field of trade, and especially sales business and its efficient organization, has not been, in the new order of things, properly and comprehensively clarified. First of all, because its essence, influenced by new historical circumstances, has changed and raised the question of the necessity to change the existing and dominant paradigms in the area. The paper starts with the hypothesis that all this, together with the theory and practice of organizational dynamism, is a good reason to reconsider and theoretically redefine the former experiences from the discussed area.
Božidar Roca. "The Importance Of The Existing Paradigms On The Basic Principles Of Sales ." Montenegrin Journal of Economics. vol. 6, no. 12, 2010, p. 93-97
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