TITLE

Selling and Sales Management in Action: The Sales Force's Role in International Marketing Research and Marketing Information Systems

AUTHOR(S)
Chonko, Lawrence B.; Tanner Jr., John F.; Smith, Ellen Reid
PUB. DATE
January 1991
SOURCE
Journal of Personal Selling & Sales Management;Winter91, Vol. 11 Issue 1, p69
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Many companies resist global markets because of seemingly insurmountable problems with these markets. Salespeople are often used successfully to gather market information. There is a wealth of market data that can be collected by a company's international sales force and distributors' sales force which can prove to be valuable in surmounting cultural and marketing barriers associated with global markets. The current paper discusses how and with what success U.S. multinational companies are using their international sales forces in gathering international marketing research data.
ACCESSION #
6652867

 

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