The Role of Sales Managers and Salespeople in a Marketing Information System

Evans, Kenneth R.; Schlacter, John L.
November 1985
Journal of Personal Selling & Sales Management;Nov85, Vol. 5 Issue 2, p49
Academic Journal
This article focuses on the role of sales managers and salespeople in a Marketing Information System (M.I.S.). The increasingly uncertain marketing environment confronting many companies places greater demands on a firm's marketing information system M.I.S. to promptly and accurately respond to more complex and ill defined problems. A potentially valuable source of market information in many firms is the sales force. Despite the apparent advantages of utilizing the sales force in the M.I.S., there is limited evidence to suggest the extent to which market information is solicited from the sales force. In the only empirical study directly addressing this issue, it was found that market information was frequently solicited from the sales force; however, this information was limited primarily to competitive intelligence and data regarding one's own firm. Further, the process of collection and dissemination was found to be relatively informal. The authors concluded that recognition, participation and a professional attitude can enhance the effectiveness of sales force reporting but that for the system to be truly effective, integration into the firm's overall M.I.S. is necessary.


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