Wk6AssgnFosterA.doc - Running Head ANNOTATED BIBLIOGRAPHY Annotated Bibliography Alexandra Foster Walden University 1 ANNOTATED BIBLIOGRAPHY 2 Annotated

Wk6AssgnFosterA.doc - Running Head ANNOTATED BIBLIOGRAPHY...

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Running Head: ANNOTATED BIBLIOGRAPHY 1 Annotated Bibliography Alexandra Foster Walden University
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ANNOTATED BIBLIOGRAPHY Annotated Bibliography Innovation is a business concept that has been thoroughly researched. There are many concepts regarding innovation, as well as descriptions of what innovation entails. Innovation in marketing has also been highly research and theorized. Innovation in marketing is a very important aspect of any business model for many reasons. Pressures on marketing personnel to lead the way in marketing innovation is one driver of overall business innovation. An exciting, new and innovative marketing campaign can mean overall success for not only a product, but the business as a whole. In addition, the recruitment and retention of new and knowledgeable marketing personnel is an essential element to sustaining the overall innovation and evolution of the field. Annotated Bibliography Ballestra, L. V., Cardinali, S., Palanga, P., Pacelli, G. (2017). The changing role of salespeople and the unchanging feeling toward selling: implications for the hei programs. Journal of Marketing Education, 39 (3), 176-189. doi:10.111/j.1540-627X.2012.00356.x. In this article, Ballestra, Cardinali, Palanga, and Pacelli provide a case study that researches students’ resistance towards choosing sales career. The authors, being academic researchers from Italy, were interested in the lack of students choosing a sales career both nationally and internationally. Ballestra et al. described the lack of awareness and misconceptions regarding a sales job. Specifically, college students who are searching for career options typically have a misunderstanding of evolution that has taken place in the salesperson’s role. The authors suggested that if students were to understand these changes, it would affect their feelings and perceptions towards selling careers. Additionally, the authors explained the major change in the salesperson’s role is that businesses now increasingly engage in creating better value through 2
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ANNOTATED BIBLIOGRAPHY relationships, not just product sales. Their research on the low prestige of sales careers used quantative data collected through a survey of undergraduate students regarding their views on sales careers. This study follows research carried out by other theorists who have identified that the conception of the salesperson’s role has had a significant impact on the students feelings towards selling. This case study is relevant to the current conversation surrounding the diminishing number of college graduates who are seeking to enter sales careers as it illustrates the thought process of the students who are in question. Although this study has made an incremental contributions to sales education, one limitation must be noted. For the new idea of understanding the role of the salesperson, future research should focus only on this construct and thus isolate its impact on students’ intention to pursue a sales career.
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