Abstract
The effectiveness of salespeople in customer interactions is critical to the success of customer relationship management (CRM). Salespeople play a key role in retaining existing customers (Weitz and Bradford 1999) but are even more critical in personal selling to acquire new customers. Even when winning customers is a sufficient condition for retaining customers and therefore not less relevant, customer retention dominates strongly in CRM literature (Thomas et al. 2004; Ang and Buttle 2006; Bolton and Tarasi 2007). Thus, more research is needed concerning the effectiveness of selling in the process of customer acquisition.
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© 2020 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
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Beirau, D. (2020). Study 1: Opportunity Management. In: Which Customers Pay?. Kundenmanagement & Electronic Commerce. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28137-3_3
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DOI: https://doi.org/10.1007/978-3-658-28137-3_3
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Online ISBN: 978-3-658-28137-3
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