Omni-channel research framework in the context of personal selling and sales management

Shannon Cummins (Institute for Sales Excellence, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA)
James W. Peltier (Institute for Sales Excellence, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA)
Andrea Dixon (Keller Center for Research and Center for Professional Selling, Hankamer School of Business, Baylor University, Waco, Texas, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Publication date: 14 March 2016

Abstract

Purpose

This paper aims to develop an omni-channel framework in the context of sales and sales management related to six areas: sales contexts, impact of technology, stages in the sales process, impact on relationships, impact on firm performance and the role of various communication tools and platforms. The paper also offers future reach needs in each of these areas.

Design/methodology/approach

Literature review and research needs development.

Findings

Research in omni-channel marketing in the context of sales and sales management is virtually silent. The authors identify key research gaps and offer recommended future research opportunities.

Originality/value

To date, little research in sales and sales management has studied multi-channel marketing. The omni-channel research framework reported here is unique and will help guide research in this area.

Keywords

Citation

Cummins, S., Peltier, J. and Dixon, A. (2016), "Omni-channel research framework in the context of personal selling and sales management", Journal of Research in Interactive Marketing, Vol. 10 No. 1, pp. 2-16. https://doi.org/10.1108/JRIM-12-2015-0094

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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