Adaptive Selling to the Professional Services Market
Reagan, Carmen C.; Capella, Louis M; Miles, Morgon P; Reagan, Carmen C.; Dean and Associate Professor, Department of Marketing, Austin Peay State University, Clarksville, TN, 37403; Capella, Louis M; Professor, Department of Marketing, Mississippi State University, Mississippi State , MS, 39762; Miles, Morgon P; Assistant Professor, Department of Marketing, Georgia Southern University, Statesboro, GA, 30460-8154
Журнал:
Journal of Professional Services Marketing
Дата:
1995
Аннотация:
Style flexing is the adaptation of communication style by the seller to enhance communication and marketing effectiveness. Client style categorization is an important and complex process. This study introduces the utilization of the Myers-Briggs Type Indicator in communication style categorization when marketing to service professionals. Applications of the MBTI in adaptive selling are discussed in the context of contacting, observing, and interviewing the client.
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