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

  • Malshe, Avinash
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    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/pii/S0148-2963(09)00016-2
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. Dominique Rouzies & Erin Anderson & A. K. Kohli & R. E. Michaels & Barton A. Weitz & A. A. Zoltners, 2005. "Sales and Marketing Integration : A Proposed Framework," Post-Print halshs-00004748, HAL.
    2. Guenzi, Paolo & Troilo, Gabriele, 2007. "The joint contribution of marketing and sales to the creation of superior customer value," Journal of Business Research, Elsevier, vol. 60(2), pages 98-107, February.
    3. Lichtenstein, Donald R & Bearden, William O, 1989. " Contextual Influences on Perceptions of Merchant-Supplied Reference Prices," Journal of Consumer Research, Oxford University Press, vol. 16(1), pages 55-66, June.
    4. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
    5. Krohmer, Harley & Homburg, Christian & Workman, John P., 2002. "Should marketing be cross-functional? Conceptual development and international empirical evidence," Journal of Business Research, Elsevier, vol. 55(6), pages 451-465, June.
    6. Bush, Alan J. & Bush, Victoria D. & Orr, Linda M. & Rocco, Richard A., 2007. "Sales technology: Help or hindrance to ethical behaviors and productivity?," Journal of Business Research, Elsevier, vol. 60(11), pages 1198-1205, November.
    7. Newell, Stephen J. & Goldsmith, Ronald E., 2001. "The development of a scale to measure perceived corporate credibility," Journal of Business Research, Elsevier, vol. 52(3), pages 235-247, June.
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