TY - JOUR
T1 - Sales force activities and marketing strategies in industrial firms
T2 - Relationships and implications
AU - Cross, James
AU - Hartley, Steven W.
AU - Rudelius, William
AU - Vassey, Michael J.
PY - 2001/1/1
Y1 - 2001/1/1
N2 - This study explores the role of the sales force in formulating and executing marketing strategies. Specifically, the relationships between sales force activities such as providing information about customer needs, hiring and training salespeople, and assessing new market segments and four marketing strategies (market penetration, product development, market development, diversification) are examined. Results indicate that the use of sales force activities is related to a firm’s strategic choices, and that the relationships vary by firm size and type of offering.
AB - This study explores the role of the sales force in formulating and executing marketing strategies. Specifically, the relationships between sales force activities such as providing information about customer needs, hiring and training salespeople, and assessing new market segments and four marketing strategies (market penetration, product development, market development, diversification) are examined. Results indicate that the use of sales force activities is related to a firm’s strategic choices, and that the relationships vary by firm size and type of offering.
UR - http://www.scopus.com/inward/record.url?scp=85009630437&partnerID=8YFLogxK
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U2 - 10.1080/08853134.2001.10754271
DO - 10.1080/08853134.2001.10754271
M3 - Article
AN - SCOPUS:85009630437
SN - 0885-3134
VL - 21
SP - 199
EP - 206
JO - Journal of Personal Selling and Sales Management
JF - Journal of Personal Selling and Sales Management
IS - 3
ER -