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Cross-Cultural Personal Selling

Agents' Competences in International Personal Selling of Services

Format: Hardback
Publisher: Springer International Publishing AG, Cham, Switzerland
Published: 21st Jul 2017
Dimensions: w 148mm h 210mm d 11mm
Weight: 369g
ISBN-10: 3319555766
ISBN-13: 9783319555768
Barcode No: 9783319555768
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Synopsis
Providing in-depth analysis, this book enables readers to understand the theoretical aspects of personal selling and explores the difficulties of selling services which are sensitive to cultural, age and gender differences, and to customers originating from diverse cultural zones. Agents and personal sellers must be aware of these differences and be familiar with the expectations of customers. Cross-cultural Personal Selling provides extensive empirical research results with special emphasis on competences, skills and qualifications of personal sellers which are necessary for successful, effective and efficient promotion campaigns aimed at customers from different cultures. Academics of international marketing and promotion will find this study extremely useful, as well as practitioners looking to expand their knowledge on personal selling.

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