Cross-Cultural Personal Selling

Agents’ Competences in International Personal Selling of Services

  • Anna Antczak
  • Barbara A. Sypniewska

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Anna Antczak, Barbara A. Sypniewska
    Pages 1-34
  3. Anna Antczak, Barbara A. Sypniewska
    Pages 35-56
  4. Anna Antczak, Barbara A. Sypniewska
    Pages 57-82
  5. Anna Antczak, Barbara A. Sypniewska
    Pages 83-105
  6. Anna Antczak, Barbara A. Sypniewska
    Pages 141-155
  7. Back Matter
    Pages 157-160

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.


selling customers diversity marketing international markets culture

Authors and affiliations

  • Anna Antczak
    • 1
  • Barbara A. Sypniewska
    • 2
  1. 1.Vistula UniversityWarsawPoland
  2. 2.University of Finance and ManagementWarsawPoland

Bibliographic information