Marketing Intelligence of Sales Force and Intermediate Role of Organizational Commitment

摘要

Marketing intelligence is amongst marketing and behavioral concepts that have received inconsiderable attention. Although, marketing intelligence may be regarded as peripheral duty of sales force, because of their boundary position, they can offer their company direct access to important information about competitors and customers. In this research, it has been paid to managerial (communication, participation in decision-making, feedback, recognition) factors that were influenced by individual factor such as organizational commitment. The revised proposed model shows that organizational commitment is the most important factors that motivating behavioral effort of sales force toward marketing intelligence activities and managerial communication and motivation toward marketing intelligence has more effectiveness to organizational commitment.