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Gleaning Market Intelligence from the Sales Force

Andre Bonfrer (University of Auckland)
Don Peters (University of Auckland)
Peter Mazany (University of Auckland)

Asia Pacific International Journal of Marketing

ISSN: 0954-7517

Article publication date: 1 January 1993

456

Abstract

An exploratory study examines 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. This paper recommends the use of the salesforce as a source of marketing information, and identifies key managerial practices which may be used to improve the flow of information from the salesforce to the organisation's information system.

Citation

Bonfrer, A., Peters, D. and Mazany, P. (1993), "Gleaning Market Intelligence from the Sales Force", Asia Pacific International Journal of Marketing, Vol. 5 No. 1, pp. 42-62. https://doi.org/10.1108/eb010246

Publisher

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MCB UP Ltd

Copyright © 1993, MCB UP Limited

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