Abstract and Keywords
This article looks at the role of the sales force in the marketing information system (MIS). Sales force-generated marketing intelligence is guided by important antecedents which are categorized according to factors associated with the firm and the individual. Antecedents at the firm level include organizational culture, sales force control philosophy, training, job descriptions, compensation, and rewards. Key dimensions of sales force intelligence are new product planning and development, sales forecasting, competitive strategy, pricing strategy, and territorial customer knowledge. The challenge is to integrate the sales force into the MIS. Information generated by the sales force must be captured and disseminated across functional boundaries. The MIS contributes to important sales force strategic options such as customer relationship management. The process of obtaining the desired type, frequency, and quality of market information from the field sales force is an important management responsibility.
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