Omni-channel research framework in the context of personal selling and sales management
– This paper aims to develop an omni-channel framework in the context of sales and sales management related to six areas: sales contexts, impact of technology, stages in the sales process, impact on relationships, impact on firm performance and the role of various communication tools and platforms. The paper also offers future reach needs in each of these areas.
– Literature review and research needs development.
– Research in omni-channel marketing in the context of sales and sales management is virtually silent. The authors identify key research gaps and offer recommended future research opportunities.
– To date, little research in sales and sales management has studied multi-channel marketing. The omni-channel research framework reported here is unique and will help guide research in this area.
Keywords: Information technology; Interactivity; International marketing communication; Multi-channel measurement; Sales and distribution; Sales force management
Document Type: Research Article
Affiliations: 1: Institute for Sales Excellence, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA 2: Keller Center for Research and Center for Professional Selling, Hankamer School of Business, Baylor University, Waco, Texas, USA
Publication date: 14 March 2016
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