Levelling Marketing and Sales at an Enterprise
AbstractThe goal of the article is to study the category mechanism of the "levelling marketing and sales" notion, which is widely used in practical activity and insufficiently reflected in theoretical works. The article conducts a comparative analysis of foreign and domestic views on definition of the "sales funnel" notion as a methodical approach when planning marketing at an enterprise. It studies main stages of building up the sales funnel. It pays significant attention to describing the "lead" notion, its types, classification and generalisation as one of the stages of building up the sales funnel. The prospect of further studies in this direction is theoretical substantiation of expediency of the use of the sales funnel when planning marketing. The considered methodical approach allows generation of leads with the prospect of formation of target groups, plan communication measures and control the process of their realisation and backward reaction.
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Bibliographic InfoArticle provided by RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics in its journal Business Inform.
Volume (Year): (2013)
Issue (Month): 9 ()
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Web page: http://www.business-inform.net
marketing planning; marketing levelling; sales funnel; lead;
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