Dynamically Adapting Sales Influence Tactics in E-Commerce

Maurits Kaptein; Petri Parvinen

doi:10.1007/978-3-319-10912-1_146

Dynamically Adapting Sales Influence Tactics in E-Commerce

Maurits Kaptein, Petri Parvinen

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

4 Citations (Scopus)

Abstract

Salesmen have a set of sales influence tactics (SITs) at their disposal when approaching customers in a face-to-face setting. This paper argues that in order to transform e-commerce into e-selling, SITs need be able to be adapted to individual customers rather than the average customer. Next, via a field experiment, we show that the revenue of an e-commerce platform can be increased by dynamically adapting SITs to individual customer responses. We explain how sales professionals can modify their e-commerce platforms to implement the same personalization they use in face-to-face selling.

Original language	English
Title of host publication	Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Subtitle of host publication	Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference
Editors	Leroy Robinson
Publisher	Springer Nature
Pages	445-454
Number of pages	10
ISBN (Electronic)	978-3-319-10912-1
ISBN (Print)	978-3-319-10911-4, 978-3-319-36491-9
DOIs	https://doi.org/10.1007/978-3-319-10912-1_146
Publication status	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

Access to Document

10.1007/978-3-319-10912-1_146

Cite this

Kaptein, M., & Parvinen, P. (2015). Dynamically Adapting Sales Influence Tactics in E-Commerce. In L. Robinson (Ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference (pp. 445-454). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_146

Kaptein, Maurits ; Parvinen, Petri. / Dynamically Adapting Sales Influence Tactics in E-Commerce. Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference. editor / Leroy Robinson. Springer Nature, 2015. pp. 445-454 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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Kaptein, M & Parvinen, P 2015, Dynamically Adapting Sales Influence Tactics in E-Commerce. in L Robinson (ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 445-454. https://doi.org/10.1007/978-3-319-10912-1_146

Dynamically Adapting Sales Influence Tactics in E-Commerce. / Kaptein, Maurits; Parvinen, Petri.
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference. ed. / Leroy Robinson. Springer Nature, 2015. p. 445-454 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

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Kaptein M, Parvinen P. Dynamically Adapting Sales Influence Tactics in E-Commerce. In Robinson L, editor, Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference. Springer Nature. 2015. p. 445-454. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-10912-1_146

Dynamically Adapting Sales Influence Tactics in E-Commerce

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