Conclusions

Abstract

The chapter presents the overall and general outcome of the research. It indicates the key competences of the personal seller , focuses on the specific role of personal selling in the promotion mix as well as its importance for services’ marketing communication . It identifies the key issues related to personal selling and agents’ competences in the international environment, taking into consideration cultural differences . It also presents the main empirical research findings relating to the perception of personal sellers’ competences by themselves as well as by their customers with a special focus on cultural differences.