Gleaning Marketing Intelligence from the Sales Force
An examination is conducted of the relationships between particular managerial practices and qualities of soft intelligence information provided by the sales forces of firms responding to a mail survey. The hypotheses explored were formulated from a review of the literature and anecdotal data. Among the findings are positive associations between managerial practices designed to improve the information provided by the salesforce - such as training, involvement in decision making, recognition, and performance evaluation - and various dimensions of the information gleaned from the salesforce. The use of the salesforce as a source of marketing information is recommended, and key managerial practices are identified that may be used to improve the flow of information from the salesforce to the organization's information system.
Asia Pacific Journal of Marketing and Logistics
Bonfrer, Andre; Peters, Don; and Mazany, Peter.
Gleaning Marketing Intelligence from the Sales Force. (1993). Asia Pacific Journal of Marketing and Logistics. 5, (1), 42-62. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/2300