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Presentations at an Academic or Professional conference (2019), American Marketing Association Summer Educators’ Conference

Selling to Experts and Novices: Adapting Rational Sales Influence Tactics to Customer Expertise Levels

YENEE, K. and MCFARLAND, R. (2019). Selling to Experts and Novices: Adapting Rational Sales Influence Tactics to Customer Expertise Levels. In: American Marketing Association Summer Educators’ Conference. Chicago.