The development of trust between sales personnel and their customers has traditionally been considered a critical element in developing and maintaining a successful sales relationship. The use of persuasion in sales settings is a method that organizations utilize in training sales personnel, developing advertising campaigns within the promotional mix. However, little consideration is given to the consequences that occur when consumers recognize the sales persons' persuasion attempts, or persuasion knowledge. This study addresses the use of persuasion in the marketing of wine to the growing market segment of the Millennial generation, utilizing sales scenarios as the research method.View full textDownload full textKeywordspersuasion, preferences, wine, purchase intentionRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10454446.2012.627289
展开▼
