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Michael Rodriguez publishes article in Journal of Research in Interactive Marketing

Assistant Professor Michael Rodriguez coauthored a research review of the interactive marketing literature in the context of personal selling and sales management.  

 

Michael Rodriguez, assistant professor of marketing and director of the Chandler Family Professional Sales Center, collaborated with Baylor Univeristy and University Wisconsin-Whitewater on "A review of the interactive marketing literature in the context of personal selling and sales management: a research agenda," which was published in the Journal of Research in Interactive Marketing.

The review's abstract reads:

Purpose This 16-year review summaries interactive marketing literature in the context of personal selling and sales management. This paper serves as precursor to the Special Issue on the Convergence of Interactive Marketing and Personal Selling and Sales Management to be published by the Journal of Research in Interactive Marketing. Key research needs are identified.

Design/methodology/approach A content analysis was performed on 106 articles categorized over the years 1998-2013. Ebsco Host was used as the database search engine, running impendent searches using personal selling, professional selling, and sales management as identifiers across a variety of interactive marketing topics identified by JRIM’s Editorial Board.

Findings The examination of the convergence of interactive marketing in a personal selling/sales management context revealed 106 articles, with approximately 60% being published in the past eight years. Although the interactive marking field is growing, there is clearly a significant opportunity for scholarly work across wide-ranging personal selling and sales management topics, and specifically in the areas of performance indices, evolving technologies, social media, and tactical sales and management issues.

Practical implications The paper reviews personal selling and sales management articles that has been published in the time period 1998-2013 across marketing, business and non-business journals. While the Journal of Personal Selling and Sales Management has been the dominant outlet, other marketing and non-marketing journals are increasing their exposure in these areas.

Originality/value The study provides both academics and practitioners with an updated review of the interactive marketing literature along with a sense of how personal selling and sales management research is evolving. This review offers value as a standalone article and as input for scholars submitting manuscripts to JRIM’s Special Issue on the Convergence of Interactive Marketing and Personal Selling and Sales Management.

Michael Rodriguez,
Faculty
10/12/2014 11:20 AM