16
Personal Selling and Sales Promotion
OBJECTIVES OUTLINE
- OBJECTIVE 16-1 Discuss the role of a company’s salespeople in engaging customers, creating customer value, and building customer relationships.
- OBJECTIVE 16-2 Identify and explain the six major sales force management steps.
- OBJECTIVE 16-3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
- OBJECTIVE 16-4 Explain how sales promotion campaigns are developed and implemented.
CHAPTER PREVIEW
In the previous two chapters, you learned about engaging customers and communicating customer value through integrated marketing communications (IMC) and two elements of the promotion mix: advertising and public relations. In this ...
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