Challenger sale: a dynamic method for customer engagement and value creation in business-to-business relationships
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 17 September 2018
Issue publication date: 12 March 2019
Abstract
Purpose
The purpose of this paper is to further explicate the notion of challenger sale.
Design/methodology/approach
The method used for this article is a personal interview.
Findings
The interview provides readers with insights and explanations of the challenger sale method from the authors of the book.
Originality/value
The interview allows the readers to learn directly from the authors of the methodology.
Keywords
Acknowledgements
This paper forms part of the special section “Closed to new submissions challenger sale – future of selling?”, guest edited by Talai Osmonbekov.
Citation
Osmonbekov, T., Adamson, B. and Dixon, M. (2019), "Challenger sale: a dynamic method for customer engagement and value creation in business-to-business relationships", Journal of Business & Industrial Marketing, Vol. 34 No. 2, pp. 285-290. https://doi.org/10.1108/JBIM-04-2017-0088
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited