Poslovna komunikacija – poseban osvrt na njezinu ulogu u prodaji roba i usluga
Business Communication – A Special Emphasis on its Role in Selling Goods and Services

Summary/Abstract: Business communication is a type of communication used in promoting products and services. Communication between customers and sales staff must run continuously and its aim is to exchange the information with customers, get to know their needs or possible dissatisfaction with particular product. Despite a commonly shared perception that the most important segment of communication is the verbal one, the non-verbal component of communication i.e. its non-verbal aspect plays an equally important, in some cases, even more important role than verbal communication. Non-verbal communication actually strengthens the effect of verbally conveyed messages. The aim of the paper is to define sales as a company business activity, to explore communication channels and relationships with customers in sales departments, to describe the communication of sales strategies and their importance in buyer’s/consumer’s attitude formation.

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