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Sales Technology Applications: Self-Paced Video Enhanced Training: A Case Study
Authors:Earl D Honeycutt Jr  Tom McCarty  Vince Howe
Institution:1. Earl D. Honeycutt, Jr. (Ph.D. University of Georgia) is currently Associate Professor of Marketing at the Cameron School of Business Administration, the University of North Carolina at Wilmington. His primary research interests are in the areas of sales training and sales management. He has previously published in Business Horizons, Industrial Marketing Management, Journal of Accountancy, Journal of Microcomputer Systems Management, Training and Development Journal, Business Insights, Journal of Professional Services Marketing, and Journal of Hospital Marketing. Before entering academia, Dr. Honeycutt worked in industrial sales for a division of TRW, Inc.;2. Tom McCarty (M.B.A. Southern Illinois University at Edwardsville) is currently Vice President, National Training Team for Motorola's Communications and Electronics Group, located at Schaumburg, Illinois. Previously, he was Director of Training for the North American Distribution Group and Manager of Training for the US Sales Operation. He has 14 years sales and sales management experience with Motorola. Mr. McCarty is on the Board of Directors of the Sales and Marketing Executives of Chicago, the Sales Advisory Board at Northern Illinois University, and a member of the National Society of Sales Training Executives.;3. Vince Howe (Ph.D. University of Georgia) is currently Associate Professor of Marketing and Interim Chair of the Department of Management and Marketing, the Cameron School of Business Administration, the University of North Carolina at Wilmington. He was previously on the faculty at the University of Kentucky. Dr. Howe has worked as a Market Manager for Ford Motor Company. His articles have appeared in The Journal of Personal Selling &4. Sales Management, Industrial Marketing Management, Personnel Psychology, The Journal of Risk Management and Insurance, Journal of Direct Marketing, Journal of Organizational Design, and Journal of Insurance Issues and Practices. Dr. Howe's research and consulting interests include marketing research and marketing management.
Abstract:Video enhanced sales training (VET) is being adopted by a substantial number of firms. The reported advantages of video enhanced programs are lower costs and results-oriented training. The major characteristics and applications of this sales training technology are presented. The application of video enhanced training at Motorola Inc. is described. Results indicate that video enhanced training is a promising technological application that improves sales training effectiveness.
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