Open AccessThe interconnection between sales and marketing in the food industry
Author(s) -
Баранова Любовь Сергеевна
Publication year - 2020
Publication title -
teoretičeskaâ i prikladnaâ èkonomika
Language(s) - English
Resource type - Journals
ISSN - 2409-8647
DOI - 10.25136/2409-8647.2020.1.32525
Subject(s) - marketing , sales management , marketing management , business , marketing research , return on marketing investment , marketing strategy , digital marketing , marketing mix , marketing effectiveness , marketing mix modeling , process (computing) , computer science , operating system
The object of this research is the commercial block of the food industry. The subject of this research is the process of interconnection between sales and marketing of food companies. The goal consists in the analysis of the main schemes of interaction between sales and marketing. The author carefully examines the existing interaction schemes, describing their advantages and disadvantages. Particular attention is paid to the integration of marketing into the system of sales management, where marketing is not fully integrated into sales, rather marketing functionality is separate from sales and integrated into other divisions or is fully stand-alone. The method of partial integration of marketing into sales is based on the search for optimal solutions in pricing of the assortment, development of new products, as well as formation of incentive system for employee of the departments of sales and marketing. The results of this research solve an important task for the companies – to properly coordinate the interaction between sales and marketing, eliminate conflicts on various levels, as well as create a clear structure of operation for both departments to improve the bottom line. The scientific novelty of this research lies in systematization and generalization of the methods of interaction between sales and marketing.