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| Author: | Meunier-FitzHugh, K. Le Piercy, N.F. |
| Title: | Integrating marketing intelligence sources |
| Journal: | International Journal of Market Research
2006 : VOL. 48:6, p. 699-716 |
| Index terms: | marketing strategy market information salespeople communication |
| Language: | eng |
| Abstract: | Using the salesforce as a source of market information (hereafter as: info.) is relatively widespread in business-to-business organizations (here as: orgs). However, the majority of orgs. do not always gather, store or disseminate this info. effectively. It is highlighted that the salesforce should be set clear objectives and incentives and, most importantly be included in the dissemination of market intelligence for the org. for getting max. benefit. Furthermore, it is suggested that orgs. not effectively disseminating market info. across functional boundaries may be ignoring a potential source of competitive advantage. |
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