ABSTRACT
There are many goods and services whose benefits, competitive advantage, and terms of trade are sufficiently unknown and complex as to require personal selling. In fact, as soon as an organization moves away from marketing standard products with standard, known applications, toward marketing nonstandard products with developing or nonstandard applications, the more consideration needs to be given to direct selling. The reason has to do with the communications burden: at some point the amount of information to be put across becomes too much for nonpersonal methods of communication.
