Personal Selling: Element of IMC and Influence on Customer Satisfaction Cover Image

Личните продажби като елемент на ИМК и влиянието им върху удовлетвореността на потребителите
Personal Selling: Element of IMC and Influence on Customer Satisfaction

Author(s): Yavor Yankulov
Subject(s): Economy
Published by: Стопанска академия »Д. А. Ценов«
Keywords: Personal Selling; Integrated Marketing Communication; Satisfaction; Loyalty; Valence

Summary/Abstract: In the article on focus is the Personal Selling as an element of Integrated Marketing Communication. Derived are the benefits of the Personal Selling, mainly in comparison with Direct Marketing and Promotions. The specifics of the Personal Selling are being analyzed in terms of the communications mix. As far as they appear simultaneously an element of the Integrated Marketing Communications, but inherently they are kind of retail, and in its two manifestations they influence on the customers’ satisfaction. That’s why it’s important that we know the process of establishing the satisfaction, as well as its elements, on which the personal sales might have stronger influence. The satisfaction isn’t just the lack of disappointment, for that both should be independently explored and observed in practice. There are three main influential elements of the satisfaction – reversibility, status quo and valence; they are object of study as well.

  • Issue Year: 2012
  • Issue No: 04
  • Page Range: 82-97
  • Page Count: 16
  • Language: Bulgarian