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Indiana University Bloomington


30 Articles

Our faculty have published more than 30 articles in leading marketing journals in the last year and a half.

Rosann L. Spiro

Rosann L. Spiro

Contact Information

(812) 855-1100
spiro [at] indiana [dot] edu (E-mail)
Business School

Download Vita

  • Professor of Marketing
  • Executive Director, Center for Global Sales Leadership


  • Bloomington


  • PhD, University of Georgia, 1976
  • MBA, Indiana University, 1969
  • BA, Indiana University, 1967

Professional Experience

  • Visiting Professor, I.E.S.E, Barcelona, Spain, 2000
  • Visiting Professor, University of Aarhus, Denmark, 1991-1992
  • Chairperson of the Board, American Marketing Association, 1994-1995
  • Advisory Board, U.S. Census Bureau, 1997-2003
  • Board of Governers, Academy of Marketing Science, 2004-2010
  • Editorial Board/Senior Advisory Board, Journal of Professional Selling and Sales Management, 1986-current
  • Editorial Review Board, Journal of Marketing, 1992-2002
  • Shell Oil Company, 1969-1974

Awards, Honors & Certifications

  • Lifetime Achievement Award, American Marketing Association, Sales Management and Personal Selling Special Interest Group, 2007
  • Exceptional Inspiration and Guidance Award, Kelley School of Business, 2004
  • Excellence in Research Award, American Marketing Association, Sales Management and Personal Selling Special Interest Group, 2002
  • Pi Sigma Epsilon Award for outstanding article of the year, Journal of Personal Selling and Sales Management, 1981, 1986, 1996
  • Faculty Fellow, American Marketing Association, Doctoral Consortium, 1990, 1991, 1993
  • Eli Lilly Endowment Teaching Fellow, 1977

Professional Interests

Business to business marketing with particular interests in the salesperson/customer interaction, Sales strategy, Sales Management, Organizational buying behavior

Personal Interests

Running, Skiing, Traveling, Reading

Selected Publications

  • Spiro, Rosann L., Kevin Bradford, Steve Brown, Shanker Ganesan, Gary Hunter, Vincent Oneymah, Robert Palmatier, Dominique Rouzies, Harish Sujan, and Barton Weitz (2010), “The Embedded Sales Force: Connecting Buying and Selling Organizations,” Marketing Letters, Vol. 21, September, pp. 239-253.
  • Spiro, Rosann L., Gregory A. Rich, and William Stanton (2008), Management of a Sales Force (12th ed.), Boston, MA: Irwin/McGraw-Hill.

  • Cron, William L., Greg W. Marshall, Jagdip Singh, Rosann L. Spiro, and Harish Sujan (2005), "Salesperson Selection, Training, and Development: Trends, Implications, and Research Opportunities," Journal of Personal Selling and Sales Management, Vol. 25, No. 2, pp. 123-136. Read Abstract ››

  • Spiro, R. L. and Katherine B. Hartman (2005), “Recapturing Store Image in Customer-Based Store Equity:  A Construct Conceptualization,” Journal of Business Research, Vol. 58, pp. 1112-1120.
  • Dixon, Andrea L., Rosann L. Spiro, and Lukas P. Forbes (2003), "Attributions and behavioral intentions of inexperienced salespersons to failure: An empirical investigation," Journal of the Academy of Marketing Science, Vol. 31, No. 4, pp. 459-467. Read Abstract ››

  • Dixon, Andrea L., Rosann L. Spiro, and Maqbul Jamil (2001), "Successful and Unsuccessful Sales Calls: Measuring Salesperson Attributions and Behavioral Intentions," Journal of Marketing, Vol. 65, No. 3, pp. 64-78. Read Abstract ››

  • Strahle, William M., Rosann L. Spiro, and Frank Acito (1996), "Marketing and Sales Strategy: Strategic Alignment and Functional Implementation," Journal of Personal Selling and Sales Management, Vol. 16, No. 1, pp. 1-20. Read Abstract ››

  • Spiro, Rosann L. and Barton A. Weitz (1990), "Adaptive Selling: Conceptualization, Measurement, and Nomological Validity," Journal of Marketing Research, Vol. 27, No. 1, pp. 61-69. Read Abstract ››

  • Strahle, William and Rosann L. Spiro (1986), "Linking Market Share Strategies to Sales Force Objectives, Activities, and Compensation Policies," Journal of Personal Selling and Sales Management, Vol. 6, No. 2, pp. 11-18. Read Abstract ››

  • Williams, Kaylene C. and Rosann L. Spiro (1985), "Communication Style in the Salesperson-Customer Dyad," Journal of Marketing Research, Vol. 22, No. 4, pp. 434-442. Read Abstract ››