ЛИЧНИТЕ ПРОДАЖБИ КАТО ЕЛЕМЕНТ НА ИНТЕГРИРАНИТЕ МАРКЕТИНГОВИ КОМУНИКАЦИИ
PERSONAL SELLING AS ELEMENT OF INTEGRATED MARKETING COMMUNICATIONS

Author(s): Steliana Vasileva
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: Personal selling; Integrated Marketing Communications (IMC); (elements of the) IMC concept.
Summary/Abstract: Typical for Personal selling is that there are two-way communications between the seller and the buyer in order to impact in the implementation of the purchase. Furthermore Personal selling aims at establishing long-term relationships between businesses and consumers. Personal selling makes it possible to change the message according to the customer and thus to have control over the audience. During the personal sale a valuable information, for both consumer behavior and market trends, is achieved. The main objective of this paper is to examine and analyze personal sales as part of the Integrated Marketing Communications.

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