Investigating the role of business marketing techniques in sales process
Journal Title: European Journal of Management Issues - Year 2017, Vol 25, Issue 2
Abstract
Purpose. The main purpose of the research is to investigate the role of the marketing strategies and to verify if adopting a set of marketing strategies matching the company’s operation to can be a successful way to generate growth in sales and loyal customers for all sized businesses. Design/Method/Approach. This research consists of a systematic literature review of academic articles compatible with the marketing field topics. A hypothesis is designed based on a theoretical framework and two case studies are investigated. It is tested through applying examples of two renowned companies, Xerox and HubSpot, that adopted their preferred set of marketing techniques and gained higher profits and larger loyal customer segments. Findings. Based on collected data and its analysis, it can be said that following correctly selected marketing techniques can lead to increased sales and loyal consumers. Practical implications. Companies’ marketing policies about choosing marketing channels needs to carefully be monitored and updated in order to reach long-term successful effects. Originality/Value. The negotiation process between buyer and seller is strict, long-term and complex in business. Subsequently, selling the product is not sufficient if the buyers do not get offered good quality services to leave them pleased and consequently loyal in the long term. Thus, this research analyses the positive impact marketing techniques can have in the sales processes and in the customer loyalty. Paper type – empirical.
Authors and Affiliations
Nino Adamashvili, Mariantonietta Fiore
Keywords
Related Articles
- EP ID EP295650
- DOI 10.15421/191717
- Views 217
- Downloads 0
К вопросу об инвестиционной привлекательности Украины для транснациональных корпораций
In this article is proved the importance of existence of stable investment climate for formation of the positive image of the country, which is necessary for attraction of capital injection from foreign multinational cor...
Analysis of the global distribution systems on the international market of tourist services
The special field of scientific and theoretical research is the problems of society informational support and the development of information technology. In the current context, a new model of the functioning of many serv...
Відкриті інноваційні системи: головні характеристики та напрями інтернаціоналізації
The disclosure of the features and tendencies of innovative development in the modern period is based on the definition of its new characteristics, due to postindustrialism transformations. The purpose of this paper is j...
How can assessment systems be used to evaluate healthcare activities in the care farms?
Purpose – to identify in the literature the main activities of Social Agriculture and elaborate a framework easily readable to manage them. Design/Method/Approach –systematic literature review. Findings. Formulation of...
Обґрунтування стратегії збалансованого розвитку промислових підприємств
The present paper provides the essence of the concept of strategy and balanced development concept of an enterprise and highlights its main components. The strategy of balanced development is proposed to be examined in...