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Paper Information

Journal:   JOURNAL OF MARKETING MANAGEMENT   Spring 2017 , Volume 11 , Number 34 ; Page(s) 95 To 109.

Investigating the Effect of Marketing Research on Marketing Proximity Through the Use of Intermediary Variables: The Relationship between the Company and Customers and the Sales Staff

Author(s):  DORODI HOMA, Moradi Sanaz*
* Zanjan Azad University, Zanjan, Iran
The difference between marketing and sales is more than their semantic difference. Sales focus on the needs of the seller, marketing to the needs of the buyer. Sales are planned to turn a seller into cash, marketing aims to meet customer needs by product, including all stages of creation, delivery, and eventual consumption. The definition of business from an important customer perspective should be more relevant to the customer's perspective than the manufacturer or service provider. Production and product, regardless of customers' perspective, lead to near-nose and fall. The aim of the research is to investigate whether there is a relationship between market surveillance and market research, and this relationship has been measured with several main variables, such as customer relationship and consultation with sales staff, and the impact of variables such as gender, work experience and experience. The purpose of the study is application and in terms of collecting data, descriptive-survey. In this research, 26 managers in various industries and services were asked by random sampling method. Data analysis was done by statistical method and the results showed that managers have severe myopia.
Keyword(s): Director's close proximity,Marketing research,Customer relationship,Consultation with sales staff
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