Based on comprehensive research, this guide examines the theory and practice of personal selling. It presents a conceptually-oriented treatment of the dynamics of selling and buying which assumes that selling in the firm can only be understood as an integral part of the total marketing effort. The various dimensions of sales positions are discussed along with the interrelationship between selling and the other functions of a marketing department: self-management, understanding buyer behaviour, various aspects of the sales call, different types of selling situations, telephone selling, legal and ethical aspects of selling and career management. Case studies allow the reader to apply concepts in real-world situations. The book is illustrated and contains chapter objectives, questions and exercises.