The document discusses personal selling, direct marketing, and sales force management. It defines personal selling as two-way communication that is more effective than advertising. It also outlines the six major steps of sales force management: strategy and structure, recruiting, training, compensation, supervision, and evaluation. Direct marketing is defined as direct connections with targeted consumers to obtain an immediate response and cultivate relationships. The benefits of direct marketing for both buyers and sellers are provided. The major forms of direct marketing discussed are customer databases, integrated direct marketing, and public policy issues.

1. Personal Selling and Direct Marketing Chapter 16