Инновационное планирование и управление продажами: авторская модель 
Невес М., Кастро Л.

Введение;
Задачи;
Метод;
Модели планирования и управления продажами;
Рис. 1. Метод комплексного изучения деятельности компаний;
Таблица 1. Обзор отобранных моделей планирования и управления продажами
Сравнительный анализ;
Таблица 2. Некоторые данные по анализируемым кейсам;
Авторская модель;
Рис. 2. Авторская модель планирования продаж и управления ими;
Выводы;

Ключевые слова: модель планирования, организация сбыта, потребительское поведение, роль продавца

Аннотация

Данная статья содержит модель планирования и управления продажами промышленных товаров, которая основывается на результатах недавних исследований. В течение двух лет авторы изучали организацию сбыта в трех фирмах и сопоставляли полученные результаты с описанными в литературе закономерностями и классическими моделями управления.

Журнал: «Управление продажами» — №4, 2010 (© Издательский дом Гребенников)
Объем в страницах: 12
Кол-во знаков: около 23,445
* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

1. Albers S. (2000). «Sales-force managements-. In: Blois K. (Ed.). The Oxford Textbook of Marketing. Oxford, Oxford University Press, pp. 292-317.

2. Albers S. (2000). «The choice between employed salespersons and independent manufacturer representatives)). In: Albach H., Brockhoff K, Eymann E., Jungen P., Steven M., Luhmer A. (Eds.). Theory of the Firm. Erich Gutenberg's Foundations and Further Developments. Berlin, Springer, pp. 169-184.

3. Anderson E. (1985). «The salesperson as an outside agent or employee: a transaction cost analysis». Marketing Science. Vol. 4, pp. 234-254.

4. Anderson E. (1988). «Selling efficiency and choice of integrated or independent sales force: a test of darwinian economics». Marketing Science. Vol. 34, May, pp. 599-618.

5. Anderson E. (1988). «Strategic implications of darwinian economics for selling efficiency and choice of integrated or independent sales forces». Management Science. Vol. 34(5), May, pp. 599-618.

6. Anderson E., Weitz B.A. (1986). «Make-or-buy decisions: vertical Integration and marketing productivity». Sloan Management Review. Spring, pp. 3-19.

7. Berman B. (1996). Marketing Channels. New York: John Willey & Sons.

8. Berry L.L., Parasuraman A. (1991). Marketing Services: Competing through quality. New York: The Free Press.

9. Besanko D., Dranove D., Shanley M. (2000). The Economics of Strategy. New York: John Wiley and Sons.

10. Bonoma T.V. (1985). «Case research in marketing: opportunities, problems, and a process». Journal of Marketing Research. Vol. 22, May, pp. 199-208.

11. Chonko L.B., Enis B.M., Tanner J.F. (1992). Managing Salespeople. Massachusetts: Allyn and Bacon.

12. Churchill A.G., Ford N.M., Walker O.C., Johnston M.W., Tanner J.F. (2000). Sales Force Management. Boston: Irwin McGraw-Hill.

13. Cravens D.W. (1995). «The changing role of the sales force». Marketing Management. Vol. 4 (2), pp. 49-57.

14. Dalrymple D.J., Cron W.L. (1995). Sales Management: Concepts and Cases. New York: John Wiley & Sonsm.

15. Dawes P., Massey G. (2001). «Relationships between marketing & sales: the role of power and influence». Proceedings of the 17th Industrial Marketing and Purchasing Group Conference. Oslo, Norway.

16. Doney P.M., Cannon J.P. (1997). «An examination of the nature of trust in buyer-seller relationships». Journal of Marketing. Vol. 61, April, pp. 35-51.

17. Dubinsky A.J., Hansen R.W. (1981). «The salesforce management audit». California Management Review. Vol. 24(2), pp. 86-95.

18. Dwyer S., Hill J., Martin W. (2000). «An empirical investigation of critical success factors in the personal selling process for homogeneous goods». Journal of Personal Selling & Sales Management. Vol. 20(3), pp. 151-159.

19. Engel J.F., Blackwell R.D, Miniard P.W. (1995). Consumer Behaviour. New York: Dryden.

20. Eisenhardt K.M. (1989). «Building theory from case study research». Academy of management Review. Vol. 14(4), pp. 532-550.

21. Etzel M.J., Walker B.J., Stanton W.J. (2001). Marketing. Sao Paulo: Makron Books.

22. Farina E.M.M.Q., Azevedo P.F., Saes M.S.M. (1997). Competitividade:Mercado, Estado e Organizacoes. Sao Paulo: Singular.

23. Ford D., Gadde L., Hakansson H., Snehota I. (2002). «Managing networks». Proceedings of the 18th Industrial Marketing and Purchasing Group Conference. Dijon, France.

24. Friedman L.G., Furey T.R. (1999). The Channel Advantage. London: Butterworth Heinemann.

25. Futrell С. (2003). Vendas:FundamentoseNovasPrdticasde Gestao. Sao Paulo: Saraiva.

26. Gemunden H.G. (1997). Relationships and Networks In International Markets. London: Pergamon.

27. Georges L, Guenzi P., Pardo С. (2002). «The link between the supplier's relational strategy and its key account managers' relational beha-viours». Proceedings of the 18th Industrial Marketing and Purchasing Group Conference. Dijon, France.

28. Geysks I., Steenkamp J.E.M., Kumar N. (1999). «A meta-analysis of satisfaction in marketing channel relationships». Journal of Marketing Research. Vol. 36, May, pp. 223-238.

29. Heschel M.S. (1977). «Effective sales territory development». Journal of Marketing. April, pp. 39-43.

30. Honeycutt E.D. (2002). «Sales management in the new millennium: na introduction». Industrial Marketing Management. Vol. 31, pp. 555-558.

31. Iacobucci D. (2001). Os Desafios do Marketing. Sao Paulo: Futura.

32. Ingram T.N., Bellenger D.N. (1982). «Motivational segments in the sales force». California Management Review. Vol. 24(3), pp. 81-88.

33. Ingram T.N., Laforge R.W. (1992). Sales Management—Analysis and Decision Making. Orlando: HBJ.

34. Ingram T.N., Laforge R.W., Leigh T.W. (2002). «Selling in the new millennium: a joint agenda». Industrial Marketing Management. Vol. 31, pp. 559-567.

35. Jobber D., Lancaster G. (2000). Selling and Sales Management. London: Prentice Hall.

36. Johnson G., Scholes K. Whittington R (2007). Exploring Corporate Strategy. London: Prentice Hall.

37. Kotler F. (2000). Administragao de Marketing. Sao Paulo: Prentice Hall.

38. Kotler P.A. (1972). «Generic concept of marketing». Journal of Marketing. Vol. 36, April, pp. 46-54.

39. Lusch R.F. (1976). «Sources of power: their impact on intrachannel conflict». Journal of Marketing Research. Vol. 13, pp. 382-390.

40. Malhotra N. (2001). Pesquisa de Marketing. Porto Alegre: Bookman.

41. Martins G.A., Pinto R.L. (2001). Manual para Elaboragdo de Trabalhos Academicos. Sao Paulo: Atlas.

42. Mcdonald M. (2002). Marketing Plans: How to Prepare Them, How to Use Them. Oxford: Butterworth Heinemann.

43. Menard C. (2001). «Methodological issues in new institutional economics». Journal of Economic Methodolog. Vol. 8(1), pp. 85-92.

44. Neves M.F. (1999). Um Modelo para Planejamento de Canais De Distribuigao. Sao Paulo.

45. Neves M.F. (2003). «Marketing and network contracts (agreements)». Journal on Chain and Network Science. Vol. 3(1), May.

46. Neves M.F., Scare R.F. (2001). Marketing & Exportacao. Sao Paulo: Atlas.

47. Neves M.F., Castro L.T., Bombig R.T. (2001). «Mudancas no ambiente de vendas de insumos agropecuarios». Anais do XXXIX Congresso da SOBER — Sociedade Brasileira de Economia Rural. Recife, Julho.

48. Oksanen E. (2000). Organizational roles of sales people in the network marketing context». Proceedings of the 16th Industrial Marketing and Purchasing Group Conference. Bath, UK.

49. Olson E.M. (1999). Logica da Acao Coletiva. Sao Paulo: Edusp.

50. Olson E.M., Cravens D.W., Slater S.F. (2001). «Competitiveness and sales management: a marriage of strategies». Business Horizons. pp. 25-30, March — April.

51. Pelton L.E., Strutton D., Lumpkin J.R. (1997). Marketing Channels: A Relationship Management Approach. New York: Times Mirror Books.

52. Piersy N.F., Cravens D.W., Morgan N.A. (1999). «Relationships between sales management control, territory design, salesforce performance and sales organization effectiveness». British Journal of Management. Vol. 10, pp. 95-111.

53. Porter M. (1980). Competitive Strategy. New York: The Free Press.

54. Purohit D., Staelin R. (1994). «Rentals, sales, and buybacks: managing secondary distribution channels». Journal of Marketing Research. Vol. 31, August, pp. 325-338.

55. Rangaswamy A., Sinha P., Zoltners A. (1990). «An Integrated model-based approach for sales force structuring». Marketing Science. Vol. 9(4), pp. 279-298.

56. Rosembloon B. (1999). Marketing Channels. New York: The Dryden Press.

57. Rossi R.M., Neves M.F., Tornavoi D. (2003). «Caracteristicas do processo de decisao de compra de citricultores paulistas em relagao a fertilizantes foliar». Anais do 41 Congresso da Sober — Sociedade Brasileira de Economia Rural. Juiz de Fora, M.G.

58. Ryans A.B., Weinberg C.B. (1981). «Sales force management». Integrating Research Advances. Vol. 24(1), pp. 75-89.

59. Ryans A.B., Weinberg C.B. (1987). «Territory response sales models: stability over time». Journal of Marketing Research. Vol. 24, May, pp. 229-233.

60. Shapiro B. et al. (1995). Conquistando Clientes. Sao Paulo: Makron Books.

61. Sheth J.N., Mittal B., Newman B.I. (2001). Comportamento do Cliente: indo alem do comportamento do consumidor. Tradugao Lenita M. R. Esteves. Sao Paulo: Atlas.

62. Sinha P., Zolthers A.A. (2001). «Sales-force decision models: insights from 25 Years of implementation».Подробнее . 31, May — June.

63. Tanner J.F., Dudley G.W. (2003). «Why do salespeople sell». Baylor Business Review. Vol. 21(11), p. 44.

64. Tosun N. (2003). «Industrial marketing and communications strategies». Proceedings of the 19th Industrial Marketing and Purchasing Group Conference. Lugano, Switzerland.

65. Weiss A.M., Anderson E. (1992). «Converting from independent to employee salesforces: the role of perceived switching costs». Journal of Marketing Research. Vol. 29, February, pp. 101-115.

66. Weitz B.A., Castleberry S.B., Tanner J.F. (2004). Selling — Building Partnerships. New York: McGrraw Hill.

67. Williamson O.E. (1985). The Economics Institutions of Capitalism. New York: The Free Press.

68. Williamson O.E. (2000). The New Institutional Economics: Taking Stock, Looking Ahead. Journal of Economic Literature. Vol. 38(3), pp. 595-620.

69. Winer L. (1973). «The effect of product sales quotas on sales force productivity». Journal of Marketing Research. Vol. 10, May, pp. 180-183.

70. Yin R.K. (2001). Estudo de Caso: Planejamento eMetodos. Porto Alegre: Bookman.

71. Zoltners A.A., Sinha P., Zoltners G.A. (2001). The Complete Guide to Accelerating Sales Force Performance. New York: Amacom.

72. Zylbersztajn D. (1995). Estruturas de Governanga e Coordenagao do Agribusiness: Uma aplicagao da Nova Economia das Instituigoes. Tese de Livre-Docencia apresentada no Departamento de Administracao da Faculdade de Economia, Administracao e Contabilidade da Universidade de Sao Paulo, Sao Paulo.

73. Zylbersztajn D., Neves M.F. (2000). Economia e Gestao dos Negocios Agroalimentares. Sao Paulo: Pioneira.

Невес Маркос Фава

Профессор факультета бизнеса и маркетинга, Школа экономики и бизнеса, Университет Сан-Пауло (г. Сан-Пауло, Бразилия).

Сан-Пауло, Бразилия

Другие статьи автора 3

Кастро Лучано Томи

Профессор Университета Сан-Пауло (Бразилия, г. Сан-Пауло).

Сан-Пауло, Бразилия