2017 Q2 Research Review – edited by Jeremy Noad
23rd April 2017 | Dr Jeremy Noad
These pages aim to keep readers informed of recently published research on sales-related topics, by including abstracts of peer-reviewed academic research published in a range of journals. In this edition, we have grouped them into five broad themes: sales performance, customer management, capability development, behavioural studies and systems and processes. Each paper has a summary at the start.
Are your customer references and customer case-studies effective? This study suggests that little is known about which of these tools adds value to the sales process.
Customer reference marketing: Conceptualization, measurement and link to selling performance
The use of customer references to facilitate marketing and sales in business markets has received growing interest among practitioners. The importance of references has been highlighted in a wide range of contexts, such as customer relationship management, customer value management, sales, and marketing communications. Yet knowledge about the effective application of references in business remains scant, and studies have not addressed in-depth what constitutes customer reference marketing or studied its relation to firm performance.