Naslov (eng)

EFFICIENT B2B ACCOUNT-BASED-MARKETING RESPONSE FOR COVID-19 TIME AND BEYOND

Autor

Petković, Goran
Bogetić, Zoran
Dokić, Aleksa
Stojković, Dragan

Opis (eng)

Abstract: This is a time of challenging and turbulent transition from traditional to digital business in the context of the global COVID-19 pandemic. More efficient and effective business solutions are needed, which overcome the traditional mismatches of business functions. Harmonization and integration of sales and marketing in supplier organizations is a worthwhile task in terms of improved sustainable business results. The traditional spark between sales and marketing is too expensive for conscious market players. The solution lies in the development of a strategy and business process that harmonizes the market performance of supplier organizations towards increasingly demanding customers. The right approach is the formulation of tailored business plans according to the requirements of recognized and profiled customers, with a unique marketing and sales performance. Account based marketing offers a better business perspective and better market share as a whole. On the other hand, there are shortcomings of traditional general messages and offers. Traditional key- account- management gets a new dimension, with a more certain perspective of long-term customer satisfaction.

Jezik

engleski

Datum

2021

Licenca

Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY-NC-ND 4.0 - Creative Commons Autorstvo - Nekomercijalno - Bez prerada 4.0 International License.

http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode

Predmet

Key words: customer, marketing, sales, account-based-marketing, efficient approach, sustainability

Deo kolekcije (1)

o:28218

Ekonomski fakultet