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Chapter 17 and 16 Revised

Chapter 17 and 16 Revised

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Published by azwan ayop

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Published by: azwan ayop on May 12, 2010
Copyright:Attribution Non-commercial

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06/11/2013

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Personal SellingandDirect and Online Marketing:Building Direct CustomerRelationships
1616&17&17
 
After studying this chapter, you should be able to:
1.
Discuss the role of a company’s salespeople in creatingvalue for customers and building customer relationships
2.
Identify and explain the six major force managementsteps
3.
Discuss the personal selling process, distinguishingbetween transaction-oriented marketing and relationshipmarketing
16-2
 
1.
Personal Selling
2.
The Personal Selling Process
16-3

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