TY  - JOUR
AB  - The “Sales Orientation‐Customer Orientation (SOCO)” scale, is a popular and insightful measure used for determining the degree to which salespeople have a long‐term‐oriented, customer‐focused selling approach. Endeavours to investigate applicability of the SOCO scale in the context of the pharmaceutical industry’s salesperson‐general practitioner relationship. Found that the SOCO scale possesses reliability. Furthermore, discovers a significant rift between a salesperson’s perception of his/her orientation and their customer’s perception of his/her particular orientation.
VL  - 16
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509810209623
UR  - https://doi.org/10.1108/02634509810209623
AU  - Gillis Claire
AU  - Pitt Leyland
AU  - Robson Matthew J.
AU  - Berthon Pierre
PY  - 1998
Y1  - 1998/01/01
TI  - Communication in the salesperson/customer dyad: an empirical investigation
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 100
EP  - 106
Y2  - 2024/04/19
ER  -