chapter  3
14 Pages

KEY PERSONS AND CORE OPINION LEADERS: VALUE ROLES ON THE PART OF CUSTOMER

Who really does the buying? The answer to this basic question is demanded not only for the success of particular selling processes but for the continuous improvement in the seller’s connectedness with the target market as well. Yet getting the right answer for it does not seem to be an easy job in many sales situations that include not only organizational selling, but consumer selling as well.