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首页> 外文期刊>Journal of personal selling & sales management >MEDIA AS FACTOR IN STUDENT PERCEPTIONS FOR SALES JOBS: A FRAMEWORK FOR RESEARCH
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MEDIA AS FACTOR IN STUDENT PERCEPTIONS FOR SALES JOBS: A FRAMEWORK FOR RESEARCH

机译：销售工作的学生知觉中的媒介因素：研究框架

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摘要

Acting on the needs of recruiters and employers, researchers have identified factors affecting student perceptions of professional sales jobs. Although implicitly understood by most academics, how media shapes negative perceptions and under what conditions has not been systematically explored, and a theoretical explanation has not been developed. Despite improved sales educational opportunities and a changing role for salespeople, negative perceptions persist. Therefore a theoretical understanding is needed so that appropriate strategies and tactics can be developed to change them at both the recruiter level and in a more global sense. Combining psychological and media theories, this paper develops a framework for understanding the key factors forming sales job perceptions. Research propositions are developed, and the practical importance of work in this area is highlighted.
机译：根据招聘人员和雇主的需求，研究人员确定了影响学生对专业销售工作看法的因素。尽管大多数学者隐含地理解了媒体如何形成负面观念以及在什么条件下进行消极探索，并且还没有建立理论解释。尽管改善了销售教育机会并改变了销售人员的角色，但负面看法仍然存在。因此，需要有理论上的理解，以便可以制定适当的策略和策略以在招聘人员级别和更全球化的意义上进行改变。结合心理学和媒体理论，本文建立了一个框架，用于理解构成销售工作观念的关键因素。提出了研究建议，并强调了该领域工作的实际重要性。

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