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This paper is focused on relationship selling as a new approach on sales, which emerges mainly as a consequence of the deep and major changes related to the business world. Thus, when using personal selling, a greater attention is being put on the methods based on relationships, unlike what occurs in traditional paradigms. This exploratory research is based on the analysis of the application of relationship marketing tools on the sales

La Venta Relacional: una Aplicación en Tiendas de Electrodomésticos Minoristas