LEADERSHIP OF INDUSTRIAL SALES FORCE WITH THE PURPOSE OF THEIR MARKETING PROFILING
Journal Title: EMC Review: Časopis za ekonomiju i tržišne komunikacije - Year 2014, Vol 7, Issue 1
Abstract
Current economic trends, particularly processes of re-industrialization in the global market environment, urge industrial companies to use intensively the conceptual and methodological principles of modern marketing concept in accordance with requirements and needs of organizational buyers, as a prerequisite for efficient business in an increasingly competitive market of production goods. Simultaneously, specific interorganizational relations in this area imply the crucial role of personal selling in marketing and corporate programs of industrial companies. Effective personal communication with organizational buyers is determined by designing the sales system which does not only include the planned arrangement of the sales force, but also include their appropriate leading as dominant factors of human capital in industrial organizations. Due to this reason, this study emphasizes the need for marketing profiling of sales force through complex models, selection, training, supervision, motivation and evaluation of sellers for the purpose of preparing an optimal communication process with organizational buyers and achieving successful sales results in the industrial market.
Authors and Affiliations
Željko Dević, Gojko Ristanović
Keywords
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