Authors
Judith J Marshall, Harrie Vredenburg
Publication date
1992/6
Journal
Journal of the academy of marketing science
Volume
20
Pages
205-215
Publisher
Springer-Verlag
Description
The authors formulate and test a model of organizational factors leading to successful implementation of the telemarketing innovation. Data to test the model were collected by interviewing two key informants in each of 110 industrial salesforces. Support was found for many of the individual hypotheses in the model. Preliminary conclusions are drawn for marketing management and theory.
Total citations
Scholar articles
JJ Marshall, H Vredenburg - Journal of the academy of marketing science, 1992