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Transaktionsanalyse als Basis für erfolgreiches Digital Selling

In: Digitales Marketing und Management

Author

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  • Thomas Angerer
  • Manuel Beck

Abstract

Zusammenfassung „Selling“ bzw. persönlicher Verkauf wird in der Literatur als interaktiver, persönlicher Ansatz zur Bewerbung von Produkten zwischen Verkäufern und Kunden gesehen (Tanner & Raymond, 2010, S. 222). In diesem Verständnis bezieht sich Selling somit typischerweise auf eine dyadische Beziehung zwischen Kunden und Verkäufer (Hartmann et al., 2020, S. 223). Der direkte Kontakt ist kennzeichnend für den persönlichen Verkauf, es handelt sich im klassischen Verständnis um eine Face-to-Face-Kommunikation zwischen Verkäufer und Käufer, bei der ein Kaufabschluss zumindest mittelbar das Ziel darstellt (Goehrmann, 1984, S. 18–19; Meffert, 1986, S. 481–482; Nerdinger, 2001, S. 5).

Suggested Citation

  • Thomas Angerer & Manuel Beck, 2023. "Transaktionsanalyse als Basis für erfolgreiches Digital Selling," Springer Books, in: Thomas Angerer (ed.), Digitales Marketing und Management, pages 67-130, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38004-5_2
    DOI: 10.1007/978-3-658-38004-5_2
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