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Marketing position taxonomies : an empirical analysis
conference contribution
posted on 2003-01-01, 00:00 authored by Nicholas McclarenNicholas Mcclaren, Robin ShawDespite the continuing need for an empirically validated classification of marketing positions, for theoretical and practical purposes, it appears that no such schema exists. This study contributes to the development of such a taxonomy through an empirical examination of marketing positions. Specifically, the research extends an existing taxonomy by empirically investigating personal selling marketing activities. Based on the taxonomy developed by Darmon (1998), data were collected about the information load, information complexity, and time and relationship management activities of marketers. Various analytical techniques were used to investigate specific features of the instrument and the taxonomy, as well as to provide convergence for the conclusions drawn by the researchers. It was established that sales positions can be more meaningfully identified, and, therefore, better categorised, by six dimensions than by job title or job role. Further, it appears that marketers in the same selling position vary significantly on these dimensions. These findings have important implications for marketing theory, applied research and management. However, future research should refine the instrument used in this study, since some anomalies emerged in the findings, and extend the study by investigating a wider range of marketing positions. Such research may also explore whether the dimensions identified in this study influence the performance and job satisfaction of marketers, and the extent to which marketing managers account for these variations.
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Title of proceedings
ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedingsEvent
Australian and New Zealand Marketing Academy. Conference (2003: Adelaide, South Australia)Pagination
1854 - 1860Publisher
ANZMACLocation
Adelaide, South AustraliaPlace of publication
Dunedin, N.Z.Start date
2003-12-01End date
2003-12-03ISBN-13
9780868039831ISBN-10
0868039837Language
engPublication classification
E1 Full written paper - refereedCopyright notice
2003, ANZMACEditor/Contributor(s)
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