Using web technologies and online databases to develop research methodology for determining level of integration of effective sales management and marketing from a relational approach point of view
In today’s complex environment, every organisation has to cope with a multi-facets and dynamic environment. In order to maintain effective relationships with its stakeholders and develop long term relationship, organisations are to better organise, store and value their key data about those. These r...
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| Dokumentumtípus: | Könyv része |
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2010
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| Sorozat: | Proceedings of the Challenges for Analysis of the Economy, the Businesses, and Social Progress : International Scientific Conference Szeged, November 19-21, 2009
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| Kulcsszavak: | Webes technológia, Értékesítési menedzsment, Marketing, Adatbázis - online |
| Online Access: | http://acta.bibl.u-szeged.hu/57835 |
| Tartalmi kivonat: | In today’s complex environment, every organisation has to cope with a multi-facets and dynamic environment. In order to maintain effective relationships with its stakeholders and develop long term relationship, organisations are to better organise, store and value their key data about those. These relationships can be nurtured and capitalised maximising customer lifetime value through professional sales management that uses relational databases. Most of local SMEs companies have a vague notion of marketing and operate sales as a total distinct activity. Traditionally sales is arguing that marketing is only interested in sophisticated budgeting, new product development, market findings and setting the prices too high, while short term sales are neglected. On the other hand marketing points out that sales department tend to have a myopia, being focused only on short-term goals, neglecting market signals and even not seizing long term advantages. Too often, these realities lead to poor coordination, reduced control, higher costs, lengthens sales cycles and increase total costs of sales. Developing an integrative model of work between marketing and sales departments and teams improves overall company performance by sharing their performance metrics, and also results in reduced internal misuse of energies and focus, enabling former combatants to aim towards same goals. The aim of this paper, which represents a work in progress, is to develop a research model based on web technologies and online databases for determining correlations between relationship marketing approach and effective sales management withing SMEs located in western region of Romania. |
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| Terjedelem/Fizikai jellemzők: | 707-723 |
| ISBN: | 978-963-06-9558-9 |