The Impact of the Internet on B2B Sales Force Size and Structure

Author(s): Murali Mantrala and Sönke Albers

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

Since its commercialization in the mid-1990s, the Internet has become one of the most revolutionary forces in history to hit business in general and B2B (including ‘industrial’ and ‘services’) markets in particular. Despite the importance and gravity of the Internet in the context of the B2B sales force, systematic study of the Internet’s impact on B2B sales force size and structure is sparse. Our objectives in this chapter are twofold: (1) to review and document how the Internet is used in B2B buying and selling today; and (2) to conceptualize the Internet’s evolving impact on sales force size and structure with propositions for further investigation.
photo on phone of online marketing graph

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