Cross-Cultural Personal Selling Agents’ Competences in International Personal Selling of Services /

• Main Authors: Antczak, Anna (Author), Sypniewska, Barbara A. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
• Subjects: Business.; Marketing.; Project management.; Globalization.; Markets.; Service industries.; Business and Management.; Cross-Cultural Management.; Emerging Markets/Globalization.; Services.; Project Management.

Providing in-depth analysis, this book enables readers to understand the theoretical aspects of personal selling and explores the difficulties of selling services which are sensitive to cultural, age and gender differences, and to customers originating from diverse cultural zones. Agents and persona...

Table of Contents:

• 1. The Notion of Competence
• 2. Personal Selling in the Service Sector as a Marketing Promotional Tool
• 3. Competences in International Personal Selling
• 4. Personal Sellers' Competences - Research Remarks
• 5. The Role of Agents' Characteristics and Competences in Personal Selling in the Higher Education Sector - Research Remarks
• 6. Conclusions.