Integrated campaign development: personal selling and sales management, retail key account liaison, exhibitions and shows

Introduction 347 Personal selling/sales management 348 Retailer dominance 352 Growth of retailer house brands 352 Key account management 354 Role of in-store merchandisers 354 Internet sales 354 Exhibitions and shows 355 Summary 356 Review questions 356 Recommended reading 357 Case study 15.1: Hiho Silver 357 Notes 363

After studying this chapter, you will be able to:

• Describe the role of personal selling within the marketing communication mix

• Analyse the specific challenges selling and sales management face across a range of sales sectors, including large retail organizations and the business-to-business sector

• Debate the strengths and weaknesses of key account management

• Analyse the sales support function of in-store merchandisers

• Analyse the role of exhibitions and shows in sales support

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