Critique of the system of commission agents in the export trade to Latin America

Argues that the best way of maximizing sales is not by employing commission agents as is traditionally the case. Presents the disadvantages of such a system which are centred on the nature of the agent/principal relationship which can produce conflicting aims. Concludes that the use of a sales promoter might be a better alternative.

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Year of publication:	1968
Authors:	Forbes, Malcolm
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 2.1968, 2, p. 101-109
Publisher:	MCB UP Ltd
Subject:	Export \| Commission \| Latin America \| Salesforce \| Marketing planning

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005245 [DOI]
Source:	Other ZBW resources

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