Abstract
Traditionally, salespeople have been called the "eyes and ears" of a company in the marketplace. But, in the era of customer relationship management, they have been largely underutilized even though scholars continue to call for understanding salespersons' effectiveness in interacting with customers and buying centers (Zoltners et. al. 2008). Our primary purpose in this paper is to show how salespeople can contribute significantly to improving customer relationship management by using their knowledge of the tacit inner workings of buying centers.
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Keywords
- Customer Relationship Management
- Informal Network
- Personal Selling
- Seller Organization
- Customer Knowledge
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© 2015 Academy of Marketing Science
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Kothandaraman, P., Anderson, R.E., Kwak, H. (2015). Buyer Organization Map**: New CRM Tool for Salespeople. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_83
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DOI: https://doi.org/10.1007/978-3-319-10864-3_83
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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