Selling Today: Partnering to Create Value, 14/e

Marketing Personnel and Customer Service Representatives

Because of the close working relationships with customers, it is imperative that marketing directors, product managers, marketing research specialists, warehouse and shipping specialists, and others within marketing and sales must understand and, in most cases, acquire the skills of personal selling. This generally results in a much more productive effort for the company, and a satisfied customer base.

The assignment of selling duties to employees with customer service responsibilities has become quite common today. The term customer service representative (CSR) is used to describe knowledge workers who process reservations, accept orders by phone or other means, deliver products, handle ...