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Authors: Robin T Peterson
Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 1999
Length: 11 pages

Abstract

This paper examines the opinions of sales representatives regarding how they might effectively operationalize relationship marketing with customers making up targeted segments. A mail survey was employed to obtain insights into this area. The research indicated that certain activities, inputs to buyers, buying center targets, and criteria for assessment were evaluated more highly for emphasis in the sales representative relationship formulation programs. This paper analyzes the results of the study and sets forth a number of conclusions based upon the analysis.

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Abstract

This paper examines the opinions of sales representatives regarding how they might effectively operationalize relationship marketing with customers making up targeted segments. A mail survey was employed to obtain insights into this area. The research indicated that certain activities, inputs to buyers, buying center targets, and criteria for assessment were evaluated more highly for emphasis in the sales representative relationship formulation programs. This paper analyzes the results of the study and sets forth a number of conclusions based upon the analysis.

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