Chapter 11 Personal Selling and Key Account Management
DOI: 10.23912/978-1-906884-54-3-1758 | ISBN: 978-1-906884-54-3 |
Published: November 2011 | Component type: chapter |
Published in: Business Marketing: The Theory and Practice of B2B | Parent DOI: 10.23912/978-1-906884-54-3-2069 |
Abstract
The importance of personal selling in the B2B communications mix should not be underestimated. Although all the tools can play a significant part in an organisation’s overall marketing communications activities, personal selling, delivered through a sales force, has traditionally been the most potent. Personal contact and selling can be critical for the development of meaningful collaborative relationships between customers and suppliers. In this final chapter, consideration is given to the role and characteristics of personal selling. However, the main thrust is centred on the impact of selling on interorgani- sational relationships and how the other communication tools can be blended to provide cost and communication effectiveness. In addition, issues concerning the management and organisation of the sales force are explored before concluding with an examination of key account management.
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Contributors
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Cite as
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 11 Personal Selling and Key Account Management" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1758
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