THE SALES FORCE AS A MARKETING INTELLIGENCE SYSTEM
Abstract
In recent years the importance of market‐related information obtained by the sales force and used in marketing decision making has been recognized, but seldom studied. Where investigations have explored the sales force intelligence‐gathering function, researchers have focused on selected aspects of this activity and generally ignored the overall system in which information collection and transfer take place. This article attempts to satisfy the need for such a system by presenting a model of the sales force intelligence‐gathering function.
Citation
Festervand, T.A., Grove, S.J. and Eric Reidenbach, R. (1988), "THE SALES FORCE AS A MARKETING INTELLIGENCE SYSTEM", Journal of Business & Industrial Marketing, Vol. 3 No. 1, pp. 53-59. https://doi.org/10.1108/eb006051
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited