STRATEGIC DIRECTIONS OF SALES MANAGEMENT
Abstract
Іn the article is considered the main directions of the formation of a marketing sales strategy in the field of retail trade are considered, the main management decisions in this area are analyzed, the forecast paths of the evolution of retail chains and the place of the sales strategy as a functional component in the general system of strategies for the development of retail chains are identified, the main directions of the development of sales strategies in specific industries are presented, the relevance of the omnichannel approach to strategic sales management is substantiated adaptation and use of new technologies and tools for sales channels. Prospects for further exploration are the development of a model for strategic sales management in a crisis and the development of predictive ways of evolution of trade networks.
References
Ansoff I. (1989) Strategycheskoe upravlenye [Strategic management]. Moscow: Economica. (in Russian)
Chandler Alfred D. (1962/1998) Strategy and Structure: Chapters in the History of the American Industrial Enterprise. Cambridge, MA: MIT Press. 463 р.
Doyle P. (2001) Shareholder-value-based strategies. Brand Management, Henry Stewart Publications 1350-231 X, 2001, Vol. 9, No. 1.
Hatten K.J., Hatten M.L. (1988) Effective Strategic Management, Englewood Cliffs, NJ: Prentice-Hall.
Johnson G. (2007) Exploring Corporate Strategy: text and cases, 5th ed. Financial Times: Prentice Hall. 664 р.
Mazaraki A.A., Bosovska M.V. (2013) Teoretychni ta metodologichni zasady formuvannya integraciynoï strategiï pidpryyemstv [Theoretical and methodological bases of enterprises’ integrated strategy formation]. Biznes Inform. № 7. Pp. 299–308.
Stan innovacijnoyi diyalnosti ta diyalnosti u sferi transferu texnologij v Ukrayini u 2018 roci: analitychna dovidka [The state of innovation and technology transfer activities in Ukraine in 2018: analytical data]. T.V. Pysarenko, T.K. Kvasha and others. Kyiv: UkrINTEI. 80 p.
Derzhavna sluzhba statystyky Ukrainy [State Statistics Service of Ukraine] (electronic source). Available at: http://ukrstat.gov.ua/ (accessed at: 13 August 2020).
Lahotska N.Z. (2014) Utochnennia zmistu ta aktualni pryntsypy zbutovoi polityky pidpryiemstva [Content clarification and current principles of sales policy of the enterprise]. Biznes Inform. № 5. Pp. 302-306.
Tymofeieva O.V. (2007) Rozvytok ukrainskykh torhovelnykh merezh na suchasnomu etapi [Development of Ukrainian trade chains at the present stage]. [Economy and region]. Economy and region. №2 (13). Pp. 68-72.
Sharko V.V. (2018) Formuvannia systemy stratehichnoho upravlinnia konkurentospromozhnosti pidpryiemstva [Formation of a system of strategic management of enterprise competitiveness]. Available at: http://www.market-infr.od.ua/journals/2018/20_2018_ukr/27.pdf (accessed at: 13 August 2020).
Understanding The Impact Of Coronavirus (COVID-19) Available at: https://www.euromonitor.com/ (accessed at: 13 August 2020).
Mineralna voda TM Kraina dlia fitnes-tsentriv [Mineral water of TM Kraina for fitness centers]. Available at: https://trademaster.ua/news/22382 (accessed at: 13 August 2020)
Consumer trends canvas. Available at: https://trendwatching.com/trends/consumertrendcanvas/ (accessed at: 10 January 2020).
% ukrainskykh onlain-pokuptsiv zdiisniuiut bilshe 20 pokupok na rik [17% of Ukrainian online shoppers make more than 20 purchases a year]. Available at: https://www.gfk.com/uk-ua/rishennja/news/online-shopping-2019 (accessed at: 29 August 2019).
Jim Blaeser, Marc Iampieri and Roshan Varma (2018) Top trend in shipping? More consumers want fast and free. AlixPartners survey. Available at: https://emarketing.alixpartners.com/rs/emsimages/2018/pubs/EI/AP_Top_Trend_in_Shipping_Mar_2018.pdf (accessed at: 29 September 2019).
Goloshubova N.O. (red.) (2014) Business networks in trade [Business networks in trade]. KNUTE. 316 p.
PwC Global Entertainment & Media Outlook 2019–2023. Available at: www.pwc.com/outlook (accessed at: 29 September 2019).
Romanchenko T.V. (2018) Limitations of omnichannel [Omnichannel limitations]. #9. Efektyvna ekonomika [Efficient economy]. Available at: http://www.economy.nayka.com.ua/?op=1&z=6545 (accessed at: 29 August 2019).
Derii Zh.V., Zavhorodnia N.V. (2016). Stratehichnyi napriam innovatsiinoho rozvytku kharchovoi promyslovosti [Strategic direction of innovative development of the food industry]. Ukraine – EU. Modern technology, business and law: collection of international scientific papers: in 2 parts. Part 1. Modern priorities of economics. Engineering and Tehnologies. Chernihiv: CNUT. Pp. 117–122.
Official website of TM Morshinska. Available at: https://www.morshynska.ua/ (accessed at: 29 August 2019)
Full-Year Results 2018. Available at: https://www.nestle.com/media/pressreleases/allpressreleases/full-year-results-2018 (accessed at: 29 August 2019).
Official website of TM Leroymerlin. Available at: https://www.leroymerlin.com/ (accessed at: 29 August 2019).
Omnichannel-sales-strategy. Available at: https://about.crunchbase.com/blog/omnichannel-sales-strategy (accessed at: 29 August 2020).
