Abstract
This chapter considers other forms of salesperson-customer contact beyond the traditional face-to-face sales call. The authors for example lay out detailed steps for planning and implementing a successful trade show experience and analyze various objectives a firm may have going into such an experience.
The internet section of this chapter gives extensive attention to the use of the internet as a relationship management tool, including ways to leverage its interactivity, multi-functionality, individuality, and selectivity. The authors also examine the extensive range of elements necessary for a successful internet presence.
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Homburg, C., Schäfer, H., Schneider, J. (2012). Rounding Out Relationship Management: Trade Shows, Call Centers, Internet. In: Sales Excellence. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-29169-2_18
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