Online from: 1967
Subject Area: Marketing
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Author(s):||Peter Hammann, (European Academy for Advanced Research in Marketing)|
|Citation:||Peter Hammann, (1979) "Personal Selling", European Journal of Marketing, Vol. 13 Iss: 6, pp.141 - 176|
|Keywords:||Advertising, Commodities, Communications, Job satisfaction, Marketing, Personal selling, Roles, Salesforce|
|Article type:||Research Paper|
|DOI:||10.1108/EUM0000000004954 (Permanent URL)|
|Publisher:||MCB UP Ltd|
|Abstract:||The strength of personal selling lies in the fact that it allows for communicative interchange, a process more subtle but, at the same time, more hazardous than classical methods such as advertising, which rely on one-way communication. In terms of efficiency, communicative interchange results in a reduction of reach losses; it is of primary importance in the marketing of commodities which have to be explained or demonstrated to the buyer and particularly, therefore, in industrial marketing and the marketing of services. It is recognised, however, that personal selling is a relatively expensive means of communication.The author undertakes a taxonomical review of the various constituents of the personal selling scene, analysing the tasks involved and the composition of the sales force. In the latter half of the monograph he selects certain sales force management problems of special importance to discuss in greater detail with regard to the optimisation of efficiency and job statisfaction.|
Articles that form part of the Emerald Backfiles have been created through digital scanning. Whilst all efforts have been made to ensure accuracy, Emerald will not be held responsible for any inaccuracies. If you require further clarification please contact firstname.lastname@example.org.
Existing customers: login
to access this document
To purchase this item please login or register.
Complete and print this form to request this document from your librarian