The main purpose of the research is to investigate the role of the marketing strategies and to verify if adopting a set of marketing strategies matching the company’s operation can be a successful way to generate increases sales and loyal customers for all sized businesses. This research consists of a systematic literature review of academic articles compatible with the marketing field topics. A hypothesis is designed based on a theoretical framework and two case studies are investigated. It is tested through applying examples of two renowned companies, Xerox and HubSpot, that adopted their preferred set of marketing techniques and gained higher profits and larger loyal customer segments. Based on collected data and its analysis, it can be said that following correctly selected marketing techniques can lead to increased sales and loyal consumers.
Investigating the role of business marketing techniques in sales process
ADAMASHVILI, NINO
;M. Fiore
2017-01-01
Abstract
The main purpose of the research is to investigate the role of the marketing strategies and to verify if adopting a set of marketing strategies matching the company’s operation can be a successful way to generate increases sales and loyal customers for all sized businesses. This research consists of a systematic literature review of academic articles compatible with the marketing field topics. A hypothesis is designed based on a theoretical framework and two case studies are investigated. It is tested through applying examples of two renowned companies, Xerox and HubSpot, that adopted their preferred set of marketing techniques and gained higher profits and larger loyal customer segments. Based on collected data and its analysis, it can be said that following correctly selected marketing techniques can lead to increased sales and loyal consumers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
