Performance in B2B Sales: An Explanation of How Channel Management and Communication Influence a Firm’s Performance
Ključne besede:
upravljanje kanalov, komunikacija, uspešnost prodaje, prodajni cikel, industrijsko trženjePovzetek
Komunikacija med prodajalcem in kupcem poteka po več kanalih. Več načinov uporabe tehničnih medijev in izbira kanala ustvarja več informacij, vendar ali to vodi do boljše uspešnosti podjetja? Raziskav o vplivu različnih tržnih kanalov v industriji na dejavnike uspešnosti ni veliko. Uspešnost podjetja je najpomembnejši dejavnik in spremljali ga bomo z različnimi atributi. Namen te študije je pregledati gonilnike prodajnega procesa v smislu prodajnih ciklov, kanalov in komunikacije glede vpliva na uspešnost. Poleg prodajnih značilnosti pregled razčlenjuje spremembe med preteklostjo in sedanjostjo. Namen pregleda je razumevanje različnih zmogljivosti pri upravljanju kanalov in komunikaciji za prilagoditev prodajnega procesa ter povečanje uspešnosti podjetja.
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