States that information regarding the trading environment and
customers is essential if a firm′s marketing is to be effective.
Describes the two sources: primary, e.g. salespeople and distributors;
and secondary such as statistical research. Examines the development of
the cheaper primary source through the use of sales force feedback
instruments, incorporating call reports. Concludes that the effective
use of the sales feedback mechanism can assist managerial strategic
decisions.
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