Sajamski nastup kao ključni oblik unapređenja prodaje u interorganizacionom okruženju
Автор: Dević Željko, Papović Zoran
Журнал: Ekonomski signali @esignali
Статья в выпуске: 2 vol.9, 2014 года.
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Razvoj poslovnog marketinga posebno se manifestuje na planu uključivanja i integrisanja efektivnih promotivnih formi u procese komunikacionog povezivanja sa organizacionim kupcima. Među njima, u okviru strateških aktivnosti usmerenih na unapređenje prodaje, naročito se izdvajaju sajamski nastupi kao nezaobilazni mehanizam konkurentskog delovanja industrijskih kompanija na interorganizacionom tržištu, sa nizom tržišnih podsticaja i prednosti. I pored relativno skromnijeg obima istraživanja na predmetnom području, cilj rada je da analizira i predoči relevantne pokazatelje iz industrijske prakse koji govore o značaju sajmova u kreiranju intenzivnijih kontakata i odnosa sa organizacionim kupcima, kao i o neophodnosti njihovog planskog koncipiranja. Pri tome, posebno se insistira na temeljnoj razradi svih planskih faza sajamskog nastupa i njihovoj punoj povezanosti u cilju postizanja optimalnih tržišnih rezultata.
Poslovni marketing, unapređenje prodaje, industrijskisajmovi, planiranje sajamskog nastupa
Короткий адрес: https://sciup.org/170204164
IDR: 170204164 | УДК: 005.51:659.152; 061.43:338.45 | DOI: 10.5937/ekonsig1402015D
Fair appearance as a main form of sales promotion in the interorganizational environment
Development of business to business marketing is especially manifested when effective promotional forms are being incorporated and integrated in processes of connection with organizational buyers. Among them, in the framework of strategic actions aimed at the sales promotion, fair appearance stands out as a necessary mechanism of industrial companies' competitiveness on the interorganizational market, with an array of market incentives and benefits. Despite the modest scope of research in this field, the goal of the paper is to analyze and point to the relevant indicators of industrial practices which deal with the role and the importance of fairs in the creation of intensive contacts and relationships with organizational buyers, as well as the necessity of their planning. Taking this into account, special attention is paid to the thorough elaboration of all planned phases of fair appearance and their complete synchronization with the aim of achieving optimal results.
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