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| Tekijä: | Lynch, J. Chernatony, L. de |
| Otsikko: | Winning hearts and minds: business-to-business branding and the role of the salesperson |
| Lehti: | Journal of Marketing Management
2007 : FEB, VOL. 23:1-2 p. 123-136 |
| Asiasana: | salespeople sales methods business-to-business emotions brands buying centres |
| Kieli: | eng |
| Tiivistelmä: | The paper examines the brand communication process in the salesperson-customer dyad and the extent to which adaptive selling based on a brand platform of rational and emotional brand values could better respond to buying centre members. The authors argue that succesful B2B brand communication requires specific sales strategies to incorporate the brand values appealing to the emotions and rationale of buyers. |
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