Authors:
- Focuses on personal selling in the growing service sector
- Offers high quality analysis from respondents from 15 countries and 4 cultural zones
- Provides unique insights on international markets where cultural conditions play a key role in marketing processes
- Includes supplementary material: sn.pub/extras
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Table of contents (6 chapters)
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Front Matter
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Back Matter
About this book
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 personal sellers must be aware of these differences and be familiar with the expectations of customers. Cross-cultural Personal Selling provides extensive empirical research results with special emphasis on competences, skills and qualifications of personal sellers which are necessary for successful, effective and efficient promotion campaigns aimed at customers from different cultures. Academics of international marketing and promotion will find this study extremely useful, as well as practitioners looking to expand their knowledge on personal selling.
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Authors and Affiliations
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Vistula University, Warsaw, Poland
Anna Antczak
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University of Finance and Management, Warsaw, Poland
Barbara A. Sypniewska
About the authors
Barbara A. Sypniewska is Assistant Professor at the Faculty of Management and Finance, University of Finance and Management in Warsaw, Poland. She is an expert in the field of direct marketing and human relations.
Bibliographic Information
Book Title: Cross-Cultural Personal Selling
Book Subtitle: Agents’ Competences in International Personal Selling of Services
Authors: Anna Antczak, Barbara A. Sypniewska
DOI: https://doi.org/10.1007/978-3-319-55577-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2017
Hardcover ISBN: 978-3-319-55576-8Published: 21 July 2017
Softcover ISBN: 978-3-319-85699-5Published: 01 August 2018
eBook ISBN: 978-3-319-55577-5Published: 07 July 2017
Edition Number: 1
Number of Pages: XVII, 160
Number of Illustrations: 11 b/w illustrations
Topics: Marketing, Cross-Cultural Management, Emerging Markets/Globalization, Services, Project Management