Персоналното продаване като мултимедийна комуникация
Personal Selling as a Multimedia Communicative Competence

Author(s): Kiril Yanev
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: multimedia; communicative competence; performance; personal selling; selling mix
Summary/Abstract: Personal selling, as the art of face-to-face two-way communication, ranks high in the hierarchy of the marketing promotion mix. In the modern conditions of new generation intelligent technologies, multimedia communicative competence plays a decisive role in achieving high sales efficiency. The report examines the ideology of modern personal selling as a media-to-media communication process. The focus is on the concept of the sales mix, in which the personal seller “sells” not only the product, but also the company, the service, and himself. Tested techniques and tools for achieving high efficiency of the sales process on the “win-win” principle are reviewed. An author’s methodology for measuring and evaluating the effectiveness of personal selling is presented by measuring the level of mastery of multimedia communicative competence, as well as the possibilities of their application in activities from the non-commercial sphere, such as journalism, advertising, and presentation.

• Details
• Contents