Omni-channel research framework in the context of personal selling and sales management: A review and research extensions
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article 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.W. and Dixon, A. (2016), "Omni-channel research framework in the context of personal selling and sales management: A review and research extensions", Journal of Research in Interactive Marketing, Vol. 10 No. 1, pp. 2-16. https://doi.org/10.1108/JRIM-12-2015-0094
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited