search query: @indexterm SALESPEOPLE / total: 142
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| Author: | Guenzi, P. |
| Title: | Antecedents and consequences of a firm's selling orientation |
| Journal: | European Journal of Marketing
2003 : VOL. 37:5-6, p. 706-727 |
| Index terms: | SALESPEOPLE ITALY EMPIRICAL RESEARCH MARKETING |
| Language: | eng |
| Abstract: | This paper explores the meaning of relationship selling in the light of sales force developments during the "relational era". Starting from a review of relationship marketing, personal setting and sales management literature, it defines a "firm's selling orientation" (FSO) and designs a framework for identifying the factors, inside and outside the setting firm, that potentially affect its sales managers' preference for the relationship approach, rather than the transactional approach. It discusses the results of an empirical study based on questionnaires mailed to 113 sales managers in Italian companies, aimed at exploring the relationships between external and internal factors and the FSO. |
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