Exploring the Effectiveness of Storytelling in Buyer–Seller Interactions: A Mixed-Method Study

Conference paper

Open access

Melanie Bowen and Christine Lai-Bennejean

NCSM

National Conference in Sales Management (NCSM), 2023 (Norfolk, USA, 29/03/2023–31/03/2023)

31/03/2023

Abstract

storytelling

B2B sales

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Title: Exploring the Effectiveness of Storytelling in Buyer–Seller Interactions
Creators: Melanie Bowen (Author)
Christine Lai-Bennejean (Author)
Conference: National Conference in Sales Management (NCSM), 2023 (Norfolk, USA, 29/03/2023–31/03/2023)
Publisher: NCSM
Format: 19-21 p.
Identifiers: 9917796709453
Academic Unit: MTCI - Marketing, Technology and Customer Insights; QUANT - Quantitative Methods in Business; Department of Marketing
Language: English
Resource Type: Conference paper
Local Fields: 732854