Benchmarking: The Fundamental Questions

Smith, George A.; Ritter, Doris; Tuggle III, William P.
December 1993
Marketing Management;1993, Vol. 2 Issue 3, p43
Benchmarking opportunities can be found in sales and marketing processes and practices. From sales force productivity to increasing customer satisfaction to achieving organizational goals, benchmarking can help managers evaluate and improve current business practices. Those who are unfamiliar with benchmarking generally ask some basic questions about how it can work in their organizations. The questions asked most often by sales and marketing managers attending a benchmarking conference, and the answers, are presented here. INSETS: Executive briefing.;About the authors..


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