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

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  • Malshe, Avinash

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.

Suggested Citation

  • Malshe, Avinash, 2010. "How is marketers' credibility construed within the sales-marketing interface?," Journal of Business Research, Elsevier, vol. 63(1), pages 13-19, January.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:1:p:13-19
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    References listed on IDEAS

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    Cited by:

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    2. Rehme, Sarina & Rennhak, Carsten, 2011. "Marketing and sales: Successful peacekeeping," Reutlingen Working Papers on Marketing & Management 2011-11, Reutlingen University, ESB Business School.
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    5. Robert M. Peterson & Avinash Malshe & Scott B. Friend & Howard Dover, 2021. "Sales enablement: conceptualizing and developing a dynamic capability," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 542-565, May.
    6. Malshe, Avinash & Hughes, Douglas E. & Good, Valerie & Friend, Scott B., 2022. "Marketing strategy implementation impediments and remedies: A multi-level theoretical framework within the sales-marketing interface," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 824-846.
    7. Johnston, Andrew & Huggins, Robert, 2018. "Partner selection and university-industry linkages: Assessing small firms' initial perceptions of the credibility of their partners," Technovation, Elsevier, vol. 78(C), pages 15-26.
    8. Chaker, Nawar N. & Walker, Doug & Nowlin, Edward L. & Anaza, Nwamaka A., 2019. "When and how does sales manager physical attractiveness impact credibility: A test of two competing hypotheses," Journal of Business Research, Elsevier, vol. 105(C), pages 98-108.

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