Integrated Marketing Communications: Personal Selling and Sales Promotion

Topics:
Account Management
Tags:
Integrated Marketing Communication,
Sales,
Sales Force Management,
Sales Promotion,
Sales Strategy
Source:
Pearson Education

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Overview: Personal selling and sales promotions comprises two effective tools of integrated marketing communication. Personal selling involves a two-way communication between a seller and a proposed buyer. Careful cultivation of the sales force is imperative for sustenance of a result-oriented personal selling program. This includes efficient supervision, evaluation and compensation of the salespersons. Sales promotion is a mass communication technique that offers short-term incentives to encourage purchase of a product. The paper discusses the relevance of personal selling and sales promotion. It also examines the different steps and process used in operationalizing the same in the organization.

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Format: HTML | Size: 152KB | Date: Jan 2000 | Pages: 22

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