Marketing position taxonomies : an empirical analysis

McClaren, Nicholas and Shaw, Robin 2003, Marketing position taxonomies : an empirical analysis, in ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1854-1860.

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Title Marketing position taxonomies : an empirical analysis
Author(s) McClaren, Nicholas
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy. Conference (2003: Adelaide, South Australia)
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Title of proceedings ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings
Editor(s) Kennedy, Rachel
Publication date 2003
Start page 1854
End page 1860
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) marketing position
taxonomy
sales
Summary Despite 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.
ISBN 0868039837
9780868039831
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2003, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005176

Document type: Conference Paper
Collection: School of Management and Marketing
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