Performance in B2B sales: An explanation of how channel management and communication influence a firm's performance
Communication between seller and buyer is done through multiple channels. There are multiple ways to use technical media and channel selection to create more information, but does this lead to a better performance of a firm? Research on the impact of different marketing channels in the industry regarding performance factors remains scarce. The performance of a firm is the most significant factor and will be monitored through different attributes. The purpose of this paper is to review the drivers of a sales process in terms of sales cycles, channels and communication in relation to it's effect on performance. Beyond the characteristics of sales the review delineates the changes from the past to the present. The contribution of this review is to understand the various capabilities in channel management and communication that can be adapted to the sales process and increase a firm's performance.
Year of publication: |
2021
|
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Authors: | Maier, Günther |
Published in: |
Naše gospodarstvo / Our Economy. - ISSN 2385-8052. - Vol. 67.2021, 3, p. 38-48
|
Publisher: |
Warsaw : Sciendo |
Subject: | Channel management | communication | sales performance | sales cycle | industrial marketing |
Saved in:
freely available
Type of publication: | Article |
---|---|
Type of publication (narrower categories): | Article |
Language: | English |
Other identifiers: | 10.2478/ngoe-2021-0016 [DOI] 1777936284 [GVK] |
Classification: | M16 - International Business Administration ; M31 - Marketing ; L22 - Firm Organization and Market Structure: Markets vs. Hierarchies; Vertical Integration ; L25 - Firm Size and Performance |
Source: |
Persistent link: https://www.econbiz.de/10014520588
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