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...
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.
