Title

How is Marketers' Credibility Construed Within the Sales-Marketing Interface?

Department/School

Marketing

Date of this version

1-2010

Document Type

Article

Keywords

Sales-marketing interface, credibility, expertise, trust

Abstract

Extant sales-marketing interface research has ignored how salespeople interpret marketers' credibility. This paper integrates interdisciplinary research on credibility and the sales-marketing interface with interview data from 33 informants to expound three components of this phenomenon; expertise, trust, and interpersonal proximity. Explication of this construct's nuances thus helps to better understand at a microlevel, the potential but sometimes non-apparent cause of some of the problems within sales-marketing interface, and also highlights many avenues to optimize this interface based on the understanding of its inner workings. The findings also expand the repertoire of tools managers may use to harmonize this interface.

Published in

Journal of Business Research