Management and Organizational Studies 3322F/G Chapter Notes - Chapter 11: Integrated Marketing Communications, Personal Selling, Nonverbal Communication

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Tara Lee

Document Summary

Crm practices affect all forms of communication, but none more than personal selling. The human contact and the ability to negotiate form the foundation of crm practices. All technical wizardry in the world can only go so far once the show is over, someone has to ask for the order which is the responsibility of the sales rep. Personal selling is a personalized form of communication that involves sellers presenting the features and benefits of a product or service to a buyer for the purpose of making a sale. It is an integral component of marketing communications because it is the activity in many cases that clinches the deal. Advertising and promotions create awareness and interest for a product, personal selling creates desire and action. In creating desire and action the interaction b/w the seller and buyer is crucial. Personal selling can be divided into 3 main areas: retail selling, b2b selling, direct selling (either to consumers to other businesses)