Preliminary communication

IMPROVEMENT OF PERSONAL SALES EFFICIENCY IN AUTOMOTIVE RETAILING

Selma Kadić
Mirko Palić
Muris Čičić

Abstract

Sale has existed for centuries, but the principles behind it have changed over time.
Contemporary theory emphasizes increase of customer productivity through strategic sales
organization that converges with marketing in order to achieve greater strategic importance
in the organization. This study uses a qualitative research method (in-depth interviews) with
the aim of determining the relationship between sales and marketing, as well as learning
about the perceptions of sales managers on the definition of sales strategy and atmosphere
design as variables that affect sales efficiency in automotive retailing. Research results from
Bosnia and Herzegovina and Croatia were compared and they indicate a lack of
coordination between marketing and sales efforts/departments, and the inadequate use of
atmospheric factors in both of the observed markets.

Keywords

personal selling; marketing; retail atmospherics; qualitative research

Hrčak ID:

70516

URI

https://hrcak.srce.hr/70516

Publication date:

1.6.2011.

Article data in other languages: croatian

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