Читать книгу Media Selling - Warner Charles Dudley - Страница 152

Individual objectives should be consistent with company objectives and goals. For example, broadcast salespeople sometimes work at cross‐purposes to their sales departments by concentrating on selling rates that are too low or by “cherry picking” inventory, which means only selecting the highly rated advertising slots or special low‐price offers to sell. Such practices would be inconsistent with an overall company goal of maximizing revenue, for example.