Unité de Recherche et d'Applications en Marketing

Impact de l’utilisation d’Internet sur la performance comportementale de la force de vente: Etude exploratoire


Cette communication a pour objectif de déterminer la nature de la relation entre l’utilisation d’Internet par les vendeurs et leur performance comportementale. Les résultats font émerger   une relation positive entre l’utilisation d’Internet et la performance des comportements « vendant » plus particulièrement la performance liée à la présentation commerciale et la performance liée à la maîtrise technique de l’offre.

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