Browsing by Author "BELKHARCHOUCHE , Amina"

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    The Impact of the marketing strategy on a company’s sales performance Study case: Bisma Distribution LLC
    (Ecole des Hautes Etudes commerciales, 2018-06) BELKHARCHOUCHE , Amina; HAMMOUTENE, Ali (Directeur de thése)
    The most important objective of any company is to ensure short and long-term profitability, a goal which can only be achieved with high sales volume, and in a fiercely competitive environment, managers are now trying to develop the most appropriate and adequate marketing strategy and improve their sales performance in order to boost their sales and gain a greater market share. Despite the obvious link between the two concepts of the marketing strategy and sales performance, managers still debate on whether these two concepts influence each other in any way, and if they do, what are the internal and external environmental factors that affect their relationship. The aim of this study is to prove that the marketing strategy has a positive and significant influence on the sales performances and to identify the factors that moderate the association between these two concepts.