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Personal Selling in the Service Sector as One Marketing Promotional Tool

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Cross-Cultural Personal Selling

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Abstract

The chapter is devoted to the personal selling process with special focus on its specificity in services and especially in the field of higher education . It provides a short introduction to marketing promotion , its goals, functions and tools among which the greatest attention is given to personal selling’s usefulness. It further discusses personal selling’s special role in the promotion of services. Personal selling requires a relationship based on trust, which is crucial, as the customer cannot see, feel or touch the service in advance. Personal selling also involves advice, knowledge and professionalism of the salesperson that provides great value to the customer and encourages purchase.

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Authors and Affiliations

  1. Vistula University, Warsaw, Poland

    Anna Antczak

  2. University of Finance and Management, Warsaw, Poland

    Barbara A. Sypniewska

Authors
  1. Anna Antczak
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  2. Barbara A. Sypniewska
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Correspondence to Anna Antczak .

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Antczak, A., Sypniewska, B.A. (2017). Personal Selling in the Service Sector as One Marketing Promotional Tool. In: Cross-Cultural Personal Selling. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-55577-5_2

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