The “Sales Orientation‐Customer Orientation (SOCO)” scale, is a popular and insightful measure used for determining the degree to which salespeople have a long‐term‐oriented, customer‐focused selling approach. Endeavours to investigate applicability of the SOCO scale in the context of the pharmaceutical industry’s salesperson‐general practitioner relationship. Found that the SOCO scale possesses reliability. Furthermore, discovers a significant rift between a salesperson’s perception of his/her orientation and their customer’s perception of his/her particular orientation.
Marketing Intelligence & Planning – Emerald Publishing
Published: Apr 1, 1998
Keywords: Customer orientation; Marketing communications; Salesforce; Sales management; Sales methods
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