Abstract
A comprehensive project for the Advanced Selling course that has been tested at three universities is introduced. After selecting an industry and a company, students engage in a complete industry analysis, a company sales analysis, a sales-specific SWOT analysis, complete a ride day with a salesperson in that firm, then present their findings in a classroom oral presentation. Implications wish and suggestions for researchers and sales managers are provided as well as guidance for instructors who to use the project in their course.
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