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How is marketers' credibility construed within the sales-marketing interface?

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  • Malshe, Avinash
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    Abstract

    Extant sales-marketing interface research has ignored how salespeople interpret marketers' credibility. This paper integrates interdisciplinary research on credibility and the sales-marketing interface with interview data from 33 informants to expound three components of this phenomenon; expertise, trust, and interpersonal proximity. Explication of this construct's nuances thus helps to better understand at a micro-level, the potential but sometimes non-apparent cause of some of the problems within sales-marketing interface, and also highlights many avenues to optimize this interface based on the understanding of its inner workings. The findings also expand the repertoire of tools managers may use to harmonize this interface.

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    File URL: http://www.sciencedirect.com/science/article/B6V7S-4VKVBX6-1/2/0154506e56c2d7046de1eed73c693e29
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 1 (January)
    Pages: 13-19

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:1:p:13-19

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Sales-marketing interface Credibility Expertise Trust Interpersonal proximity;

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    Cited by:
    1. Rehme, Sarina & Rennhak, Carsten, 2011. "Marketing and sales: Successful peacekeeping," Reutlingen Working Papers on Marketing & Management 2011-11, Reutlingen University, ESB Business School.
    2. Yamashita, Yuko & Uehara, Wataru & Fukutomi, Gen & Sasaki, Masato & Fukuchi, Hiroyuki, 2012. "Dynamism Inside The Mo Box: The Credibility Of Market Information As A Key Factor In Market Orientation," Hitotsubashi Journal of commerce and management, Hitotsubashi University, vol. 46(1), pages 65-79, January.

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