Edited by Pierre Benckendorff and Anita Zehrer
Chapter 4: Teaching sales and negotiations
Hospitality and tourism organizations invest a considerable amount of time and resources in recruiting and training sales managers. However, few universities are responding to this marketing demand by providing courses in sales management. The intent of this chapter is to expand educators’ awareness of the importance of this competency area to our field and of how to teach it to our students. It is my hope that sales education will be improved, and that more faculty will be drawn to the field of sales and negotiations, not only for teaching but also for rigorous research.
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