Personal selling

Eagle, Lynne (2005) Personal selling. In: Kitchen, Philip J., de Pelsmacker, Patrick, Eagle, Lynne, and Schultz, Don E., (eds.) A Reader in Marketing Communications. Taylor & Francis, Oxon, RN, pp. 178-198.

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[Extract] This paper provides a number of valuable insights. First, it stresses that the modern sales force is an integral part of the marketing function. Second, the authors stress that new electronic technology, including database management and the Internet, is radically changing the organization-customer interface. They note, therefore, that traditional order-taking sales forces, often primarily paid by commission, are under threat.

Item ID: 20441
Item Type: Book Chapter (Research - B1)
ISBN: 978-0-415-35648-0
Keywords: personal selling
Date Deposited: 27 Jun 2013 23:48
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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