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Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Rukuižienė, Rasa
Title: Strategic sales management mix for a launched new product
Is part of: Rural development 2011 : 5th international scientific conference, 24-25 November, 2011, Akademija : proceedings. Akademija : Aleksandras Stulginskis University, Vol. 5, b. 1 (2011)
Extent: p. 229-234
Date: 2011
Keywords: A launched new product;Sales force;Strategic sales management mix;Atuahene-Gima model
Abstract: This article has orientation on identification of interrelated company factors influencing it sales management mix under applied means to develop sales force. The studies about formation of a company‘s sales force and strategic sales management mix are limited. Therefore, here are revised some theoretical concepts of strategic sales management mix formation and allowed to present experience choosing a way of carrying out an empirical research for identification new sales management arrangements to develop sale force. Highlights of a launched new product success could be evaluated by sales results of company regarding applied sales management mixes and achieved sales force. Empirical research with a base of integration of a new product into company’s sales and aproach how a new product with different innovativeness can contribute on company‘s sales force as a result. Empirical research algorithm of sales force formation in Lithuanian company JSC “Marijampoles pieno konservai” was linked with a launched new product – capsuled soft cheese for continental breakfasts for HoReCa net. Enlarged Atuahene-Gima’s model was applied for theoretical and empirical research as more perceptible method and served to form understanding, that under higher customers’ interests, a company can improve new product application success of sales management mixes for strengthening company’s sales force
Affiliation(s): Vytauto Didžiojo universitetas
Žemės ūkio akademija
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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