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| Author: | Román, S. Ruiz, S. Munuera, J.L. |
| Title: | The effects of sales training on sales force activity |
| Journal: | European Journal of Marketing
2002 : VOL. 36:11-12, p. 1344-1366 |
| Index terms: | Effectiveness Performance appraisal Salespeople Training |
| Language: | eng |
| Abstract: | This study examines the effects of sales force performance and customer orientation in the context of small and medium-sized companies (SMEs). The results give empirical evidence of the importance of sales training investment as a means of increasing sales performance. However, more training investment does not imply higher levels of customer-oriented selling. |
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