The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision is referred to as

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Personal selling involves direct communication between a salesperson and a customer, which is paid for by the firm and aims to persuade or influence the customer's purchase decision. Sales promotion refers to short-term incentives offered to customers to stimulate immediate buying, publicity involves non-personal communication through media outlets, advertising involves paid promotion through media channels, and public relations involves managing the public image and reputation of the firm.

The Two-Way Flow of Communication Between a Salesperson and a Customer