Abstract
Enterprise efficiency in any field of activity in modern conditions reasonably depends on the sales management system. The impact on the financial results, enterprise competitiveness and sustainability, as well as customer loyalty, determine the relevance and timeliness of the sales management study. Currently, there is a serious discontinuity in the formation of conceptual provisions in the field of sales management from life realities. This leads to the intuitive testing of approaches to sales management that are not optimal in terms of costs and results. In this regard, the aim of the study is to eliminate the theoretical gaps in the conceptual research of the sales management system through the generalization and systematization of practical approaches and scientific principles. The main results of the study are the elaboration of a modern approach to sales management based on the interdisciplinary and interfunctional integration, providing a high complementarity of relations among manufacturer, seller and consumer in a dynamic market environment; determining the marketing and logistic components of the sales process; the formation of trending sales technologies.
Highlights
Введение Практика показывает, что успешному положению предприятия на рынке способствует эффективно сформированная система управления продажами
The main results of the study are the elaboration of a modern approach to sales management based on the interdisciplinary and interfunctional integration, providing a high complementarity of relations among manufacturer, seller and consumer in a dynamic market environment; determining the marketing and logistic components of the sales process; the formation of trending sales technologies
Межфункциональная интеграция должна иметь место как в процессе осуществления продажи конкретному потребителю, так и на уровне стратегических инициатив в практике управления продаж, определяющих планомерное и поступательное развитие функции продаж в компании; 3) понимание приоритетности сервисной составляющей процесса продаж
Summary
Введение Практика показывает, что успешному положению предприятия на рынке способствует эффективно сформированная система управления продажами. Ключевые слова: продажи, управление продажами, воронка продаж, маркетинг, маркетинговые аспекты продаж, логистика, логистические аспекты продаж, интеграция, технологии продаж. Начинается осознание того, что управление продажами становится одним из ключевых элементов системы управления предприятием [5].
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