La Fabrique de la Vente : Le travail commercial dans les télécommunications, a book edited by Emmanuel Kessous and Alexandre Mallard

The making of sale: Commercial work in telecommunications

In a society where the market penetrates all spheres of activity, the sale becomes a decisive test. But if many studies have examined the new clothes of the consumer, the mechanisms of commercial work remain poorly understood.

This book focuses on this activity involving the energy, the skills and the knowledge of numerous professionals. The investigations followed the work of in-store salespersons, call centers workers, advertising specialists, datamining experts as well as commercial computing experts. The inquiries were conducted in the departments of a large telecommunications sector company that have been marked in recent years by permanent innovations, new marketing methods and constant reconfigurations of tasks. The book highlights the various facets of the sellers’ work, the customers’ contribution to the production of knowledge about the market, the increasing role of communication technologies and the significance of the organization of business processes. How can the customers’ desires be discovered? How to make them understand the use of new products? What statistical or marketing tools contribute the best to increasing the efficiency of the sale? Can advertising transform the relationship with the customer? This book shows how these seemingly simple questions find responses devised while performing the sale. The book will thus interest both researchers experts in markets, and professionals involved in the many marketing operations.

2014 – Presses des Mines

Language: French