Improving Sales Call Reporting for Better Management Decisions

States that information regarding the trading environment and customers is essential if a firm′s marketing is to be effective. Describes the two sources: primary, e.g. salespeople and distributors; and secondary such as statistical research. Examines the development of the cheaper primary source through the use of sales force feedback instruments, incorporating call reports. Concludes that the effective use of the sales feedback mechanism can assist managerial strategic decisions.