Definition
Sales – Agent is a person that acts as a representative of a firm or individual.
Retailing –Agent is a business unit that negotiates purchases, sales, or both but does not take title to the goods in which it deals.
Retailing – Agent is a person who represents the principal (in the case of retailing, the store or merchant) and who acts under authority, whether in buying or in bringing the principal into business relations with third parties.
Global Marketing – Agent is a company or individual that represents a company in a particular market. Normally an agent does not take title to goods.
Agency theory seeks to explain corporate activities as arising out of the natural conflicts between the principals (stockholders) and agents (managers) of a firm.
References
- American Marketing Association, AMA Dictionary.