IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

The Interplay of Personal Selling and Direct Marketing: An Exploratory Study in the Pharmaceutical Industry

Listed author(s):
  • Hansen, Ann-Kristin
Registered author(s):

    Beyond dispute, personal selling represents the dominant and most effective promotional element in industrial settings, but its costs are quite substantial. Against this background, sales managers are forced to reexamine alternative approaches for servicing and informing customers in order to justify the productivity of their industrial selling mix. In this context, the complementary use of direct marketing to field selling becomes a primary concern as it allows for confidentiality and personalization of the message in contrast to mass communication while it provides information at a lower cost than does personal selling. However, no study has empirically investigated the interplay of personal selling and various direct marketing instruments with regard to several contextual factors determining the preferred use of direct marketing over personal selling so far. Thus, focusing on business-to-business transactions, this study’s objective is to deepen the understanding of the direct marketing and personal selling interplay. Due to limited empirical insights to this area, an exploratory research design is adapted. Results indicate that the advantageousness of direct marketing in comparison to personal selling is determined by customer-related, internal and external contextual conditions. Further, a well-designed interplay helps to improve selling productivity, brand awareness and customer satisfaction – and thus business unit performance.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Paper provided by ZBW - German National Library of Economics in its series EconStor Preprints with number 24826.

    in new window

    Date of creation: 2009
    Handle: RePEc:zbw:esprep:24826
    Contact details of provider: Postal:
    Düsternbrooker Weg 120, 24105 Kiel / Neuer Jungfernstieg 21, 20354 Hamburg

    Phone: +49 431 8814-1
    Fax: +49 431 8814-520
    Web page:

    More information through EDIRC

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    in new window

    1. Rizzo, John A, 1999. "Advertising and Competition in the Ethical Pharmaceutical Industry: The Case of Antihypertensive Drugs," Journal of Law and Economics, University of Chicago Press, vol. 42(1), pages 89-116, April.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:zbw:esprep:24826. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ZBW - German National Library of Economics)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.