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Zentrale oder periphere Informationsverarbeitung in der Anbieter-Nachfrager-Interaktion: Voraussetzungen, Konsequenzen und Implikationen im Persönlichen Verkauf

Helm, Roland ; Gehrer, Michael


Abstract

It is, in part, the way of exchanging and processing information in the marketing of complex goods and services that determines the quality of the salesperson-customer-interaction, the probability of sales success, and future exchange. In this study, the authors propose a framework for understanding the key mechanisms that lead to central or peripheral processing of information. In particular, ...

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