Integrating marketing intelligence sources - Reconsidering the role of the salesforce

Research has identified that after 40 years of discussion the use of the salesforce as a source of market information is relatively widespread in business-to-business organisations, but that the majority of organisations do not gather, store or disseminate this information effectively.
  

Integrating marketing intelligence sources – Reconsidering the role of the salesforce

Ken Le Meunier-FitzHugh and Nigel PiercyUniversity of Warwick

The aim of this paper is to explore and reignite interest in the use of the salesforce in the market intelligence process. Over the past 40 years there has been a series of articles (e.g. Webster 1965; Evans & Schlacter 1985; Jaworski & Kohli 1993; Wright et al. 2002) which have considered the engagement of the salesforce in gathering market intelligence. This paper therefore considers whether workplace practices have moved on and if the...

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