Sales force activities and marketing strategies in industrial firms: Relationships and implications

James Cross, Steven W. Hartley, William Rudelius, Michael J. Vassey

Research output: Contribution to journalArticlepeer-review

39 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)199-206
Number of pages8
JournalJournal of Personal Selling and Sales Management
Volume21
Issue number3
DOIs
StatePublished - Jan 1 2001

Bibliographical note

Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.

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