The effect of rhetoric in personal selling : An observational study of how IKEA uses rhetoric in their sales interactions
Background: Rhetoric can be traced back to antiquity and is today a well used tool within marketing and persuasion. Although rhetoric is said to be the art of persuasion there is a lack of research concerning rhetoric used in personal selling, even though persuasion is one of the most important aspe...
| Main Authors: | , |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics
2011
|
| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-15599 |