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Exploring Online Sales Personas: Toward A Model Of Online Strategic Relationship Development, April Kemp
Exploring Online Sales Personas: Toward A Model Of Online Strategic Relationship Development, April Kemp
Association of Marketing Theory and Practice Proceedings 2018
This paper explores academic literature of online behaviors through typologies and social styles and the potential impact on relationship development in the B2B sales process. A conceptual model and online persona matrix are offered. The paper concludes with discussion and detailed propositions for future research.