Abstract
The effect the selling situation has on the use of communication styles by salespeople is examined. The selling situation is defined in terms of product (goods / services) and markets (consumers/business to-business). Communication styles are characterized by type of influence techniques and message formats employed. The selling situation was found to have significant influence on the use of communication style, accounting for approximately forty seven percent of the variance in the dependent variables.
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© 2015 Academy of Marketing Science
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Bowers, M.R., Rich, D.L. (2015). The Effect of Product and Market Factors on the Communication Styles of Salespeople. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_66
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DOI: https://doi.org/10.1007/978-3-319-17049-7_66
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17048-0
Online ISBN: 978-3-319-17049-7
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