Cross-Cultural Personal Selling - Agents' Competences in International Personal Selling of Services (Hardcover, 1st ed. 2017)

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.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Release date:	July 2017
First published:	2017
Authors:	Anna Antczak • Barbara A. Sypniewska
Dimensions:	210 x 148 x 16mm (L x W x T)
Format:	Hardcover
Pages:	160
Edition:	1st ed. 2017
ISBN-13:	978-3-319-55576-8
Categories:	Books > Business & Economics > Business & management > Management & management techniques > Project management Books > Business & Economics > Business & management > Management of specific areas > General Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Industry & industrial studies > Service industries > General Promotions
LSN:	3-319-55576-6
Barcode:	9783319555768

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