The Impact of the marketing strategy on a company’s sales performance Study case: Bisma Distribution LLC
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Date
2018-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
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.
Description
Keywords
Marketing strategy, Sales performance, Internal and external environment