INTEGARTED APPROACH OF THE EXPLANATORY FACTORS OF THE EFFECTIVNESS OF SALESPEOLE IN MARKETING INTELLIGENCE : AN OUTLINE OF A CONCEPTUAL FRAMEWORK

faced with the unstable environment of the past year, companies have learnt. Often to their cost, that their development if not their survial , depends not only on the exercise of their profession but also on their adaptability to market trends . In this context information has become an essential and strategic raw material , almost a factor of production in itself (Romani and Bournois , 2000) . since its appearance in the field of managiment in 1967 (A guilar, 1967), the monitoring of a firms environment has become more formalized more proactive , and now plays an integral part in the strategic decision - making process (Cohen , 2002). Henceforth , lerminology such as business intellingence and economic intelligence as well as those relating to their varous components ( competitive intellingence, marketing intelligence , etc). are the key words of powerful companies . These tools enable a firm to become thinking , intellingent , creative and able to act competitively , which a turn creates a collective movement in knowledge management where information becomes a strategic, gactical and operational source and where strategies of influence and relational networds are important.

Keywords:

Information , Marketing intellingence , Salespeople , Effectiveness