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Personal Selling

Peter Hammann (European Academy for Advanced Research in Marketing)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 1979

4093

Abstract

The strength of personal selling lies in the fact that it allows for communicative interchange, a process more subtle but, at the same time, more hazardous than classical methods such as advertising, which rely on one‐way communication. In terms of efficiency, communicative interchange results in a reduction of reach losses; it is of primary importance in the marketing of commodities which have to be explained or demonstrated to the buyer and particularly, therefore, in industrial marketing and the marketing of services. It is recognised, however, that personal selling is a relatively expensive means of communication.The author undertakes a taxonomical review of the various constituents of the personal selling scene, analysing the tasks involved and the composition of the sales force. In the latter half of the monograph he selects certain sales force management problems of special importance to discuss in greater detail with regard to the optimisation of efficiency and job statisfaction.

Keywords

Citation

Hammann, P. (1979), "Personal Selling", European Journal of Marketing, Vol. 13 No. 6, pp. 141-176. https://doi.org/10.1108/EUM0000000004954

Publisher

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MCB UP Ltd

Copyright © 1979, MCB UP Limited

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