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

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Hoofdstuk › Academic › peer review

4 Citaten (Scopus)

Samenvatting

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.

Originele taal-2	Engels
Titel	Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Subtitel	Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference
Redacteuren	Leroy Robinson
Uitgeverij	Springer Nature
Pagina's	445-454
Aantal pagina's	10
ISBN van elektronische versie	978-3-319-10912-1
ISBN van geprinte versie	978-3-319-10911-4, 978-3-319-36491-9
DOI's	https://doi.org/10.1007/978-3-319-10912-1_146
Status	Gepubliceerd - 2015

Publicatie series

Naam	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN van geprinte versie	2363-6165
ISSN van elektronische versie	2363-6173

Bibliografische nota

Publisher Copyright:
© 2015, Academy of Marketing Science.

Toegang tot document

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

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Citeer dit

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

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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.",

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Kaptein, M & Parvinen, P 2015, Dynamically Adapting Sales Influence Tactics in E-Commerce. in L Robinson (reds.), 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, blz. 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. reds. / Leroy Robinson. Springer Nature, 2015. blz. 445-454 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Hoofdstuk › Academic › peer review

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Kaptein M, Parvinen P. Dynamically Adapting Sales Influence Tactics in E-Commerce. In Robinson L, redacteur, Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference. Springer Nature. 2015. blz. 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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