Essentials of Personal Selling

This text is designed to help students adjust to the dynamic technological and market changes in today's competitive environment. It discusses several megatrends that have an impact on today's salespeople: revolutionary developments in communications and technology; more expert and demanding buyers; rising customer expectations; the influx of women and minorities into sales careers; the expanding use of direct marketing methods to sell to consumers; micro-segmentation of markets; and the globalization of markets. The study explores and highlights specific companies, salespeople and selling situations, sets up in-depth role-playing and provides two case studies about real-world selling problems.