In line with students" current career goals, Personal Selling focuses almost exclusively on professional business-to-business selling rather than retail selling. The authors" latest research on customer loyalty and relationship marketing further distinguishes Personal Selling from other titles which focus less on these pressing issues. Strategies for achieving long-term customer loyalty underscore how attracting, cultivating, and retaining satisfied customers leads to higher profitability. In addition, the authors address the use of technology tools and services that facilitate, as well as prevent, sales.