Personal selling can do more than just sell: it also communicates the corporate (added) values and creates a differentiated positioning in the minds of customers. Lars Binckebanck demonstrates that among the instruments of the marketing mix, personal selling has the strongest influence on brand value in B2B business and identifies different sales styles that are associated with specific brand effects. His concept of interactive brand management systematically integrates personal selling into the toolkit of B2B brand management. Customer interaction is placed at the center of brand management.

The sales and marketing departments of companies are like two sides of a sheet of paper; one cannot exist without the other, and they are inseparable. Synergies and performance potentials remain untapped in companies when sales and brand management coexist in isolation within different areas of responsibility and perception. The book provides managers with valuable insights for optimizing interfaces.

Successful collaboration with customers shapes the B2B brand far more than anything else. The topic is highly relevant from both practical and research perspectives and is approached anew by the author. The concept of interactive brand management proves to be fruitful.