When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
LO 1 | To understand the role of personal selling in the integrated marketing communications program. |
LO 2 | To know the advantages and disadvantages of personal selling as a promotional program element. |
LO 3 | To understand how personal selling is combined with other elements in an IMC program. |
LO 4 | To know methods used to determine the effectiveness of the personal selling effort. |