Getting one's own way: An investigation of influence attempts by marketers on nonmarketing members of the firm

This study examines the relationship between a marketer's use of various attempts to influence a nonmarketing coworker and the coworker's perception of marketing as a credible source of high-quality communications. Research on this topic is important because both the distribution of market...

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Veröffentlicht in:	Journal of business research 2006-07, Vol.59 (7), p.829-837
Hauptverfasser:	Goebel, Daniel J., Marshall, Greg W., Locander, William B.
Format:	Artikel
Sprache:	eng
Schlagworte:	Communication Communication quality Enterprises Influence Influence strategies Influence strategy antecedents Marketing Multiple regression Peer relationships Regression analysis Source credibility Strategic planning Studies Work environment
Online-Zugang:	Volltext
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