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Rounding Out Relationship Management: Trade Shows, Call Centers, Internet

In: Sales Excellence

Author

Listed:
  • Christian Homburg

    (Universität Mannheim)

  • Heiko Schäfer
  • Janna Schneider

Abstract

This chapter considers other forms of salesperson-customer contact beyond the traditional face-to-face sales call. The authors for example lay out detailed steps for planning and implementing a successful trade show experience and analyze various objectives a firm may have going into such an experience. The internet section of this chapter gives extensive attention to the use of the internet as a relationship management tool, including ways to leverage its interactivity, multi-functionality, individuality, and selectivity. The authors also examine the extensive range of elements necessary for a successful internet presence.

Suggested Citation

  • Christian Homburg & Heiko Schäfer & Janna Schneider, 2012. "Rounding Out Relationship Management: Trade Shows, Call Centers, Internet," Management for Professionals, in: Sales Excellence, edition 127, chapter 18, pages 237-249, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-29169-2_18
    DOI: 10.1007/978-3-642-29169-2_18
    as

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