Abstract
Changing economic conditions drive firms to identify those activities that can be conducted with a global perspective, leaving other activities, such as personal selling to local decision makers. However, some personal selling methods are successfully marketed on a worldwide basis with very little local adaptation. The choice between these centralized or local systems may be influenced by cultural factors, which are likely to be overlooked by foreign managers. The problem therefore is to identify which aspects of personal selling interactions are influenced by culture.
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© 2015 Academy of Marketing Science
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Macquin, A., Prime, N., Rouziès, D. (2015). Personal Selling Interactions: Global Versus Local Principles. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_17
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DOI: https://doi.org/10.1007/978-3-319-17320-7_17
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
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