People
Abstract
This chapter discusses the final part of the marketing mix: people. It discusses the role of people in marketing, successful sales force management, and the various sales force structures (territorial, product, customer, and hybrid). The reader will learn about the steps of the sales process, sales force operations, and the differences between direct and indirect marketing. The chapter emphasizes that no matter the marketing efforts, poor human interaction can destroy brand equity, while positive human interaction can create lasting value.
Fields of Study & Subjects
Marketing and Advertising Strategies
Employee Performance and Motivation
Customer Service Quality and Loyalty
Publication details
- Journal / source
- Marketing
- Pages
- 164–192
- Publication date
- 16 January 2026
- Language
- EN
- Document type
- Book chapter