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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Personal Selling

Document Information:
Title:Personal Selling
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.

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