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Nation Branding and Place Marketing - The Sales Force
VI. The Sales Force and Marketing Implementation Oversight
How should a country translate its intangible assets into dollars and cents (or euros)?
Enter its Sales force and marketing intermediaries.
Even poor countries should allocate funds to train and maintain a skilled sales force and pay its wages, expenses, and perks. Salespeople are the human face of the country's promotion efforts. They tailor to individual listeners (potential customers) the message the country wishes to convey about itself, its advantages, and its prospects.
As their title implies, salespersons personalize the sales pitch and enliven the sales process....
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