EXAMINATION OF THE RELEVANCE OF PERSONAL SELLING IN MARKETING ACTIVITIES: A DESCRIPTIVE METHOD

Sa？etak The paper examined the relevance of personal selling in selected Bottling Companies in Lagos State, Nigeria. Survey research method was adopted. The study population was the staff in marketing positions of selected companies. Questionnaire was administered on selected samples while weighted mean was used to determine the relevance of personal selling. The study revealed that personal selling accentuated relationship building, foster creative selling, and represented the company well to the customers. The study concluded that personal selling was still relevant and a critical success factor in today’s marketing activities despite the advent of digital marketing. Managers concerned about competitive edge in the market edge as well as top and bottom line will find personal selling helpful. Researchers are enjoined to further determine the effect of personal selling on the shareholders’ value