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THE SALES FORCE AS A MARKETING INTELLIGENCE SYSTEM

Troy A. Festervand (Associate Professor of Marketing at the University of Mississippi. Dr. Festervand obtained his doctorate from the University of Arkansas in 1980.)
Stephen J. Grove (Assistant Professor of Marketing at Clemson University.)
R. Eric Reidenbach (Associate Professor of Marketing at the University of Southern Mississippi. Dr. Reidenbach received his terminal degree from Michigan State University in 1980.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 January 1988

477

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

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