3. Selling Like Amazon Online and in Bricks Stores
Since we published the first edition of this book, the march of technological progress has moved dramatically forward. Shoppers have become accustomed to the speed and efficiency of online retail, and Amazon has led the pack in developing online retail practices. Many of the techniques Amazon uses harken back to the era of personal selling in retail, when shop clerks guided shoppers through the process of identifying and selecting the products that best suited their desires and needs. Here, we examine how Amazon has returned personal selling to self-service retail, and how it and other online retailers are driving a new evolution in retail as groundbreaking as the development of self-service ...
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