Overview

Sales are transversal to various economic sectors and are the engine of organizations regardless of their size. It is mainly through sales that the enterprise tends to achieve revenues that allow its operation and its growth. For enterprises to be able to maximize sales, there is a need to have an integrated vision at the various levels of management – strategic, tactical, operational – but also to tune the commercial area with the other functional areas existing in the organization. With the development of marketing, especially of the digital component, the alignment between sales and marketing assumes increasing importance to expand the possibilities of conversion. The evolution of technology has also been promoting changes in the sales process, which provides new opportunities for enterprises, but also challenges with implications at various levels, including processes and human resources. The main purpose of the book is to provide knowledge and skills to allow readers the ability to understand and apply different concepts, techniques, and tools in the sales area. It is also intended to highlight the influences of management, marketing, and technology on sales. Another objective is to present trends in sales, namely with the digital transformation that is taking place in organizations. The audience of this book is management and marketing academics and their students, researchers, and general managers, sales managers, sales personnel teams, and marketers who need to obtain more knowledge and skills to optimize the potential of organization sales.

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9781668434307

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José Duarte Santos received his PhD in Management from the University of Vigo, Spain. He is also Master of Marketing and has a Bachelor degree in Business Sciences. Additionally, he obtained the title Specialist in Marketing and Advertising in accordance with Portuguese Decree-Law No. 206/August 31, 2009. Between 1987 and 2002, he has played various roles in sales, marketing, and management of companies in the information technologies sector. From 2003, he has performed functions of management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the field of management and marketing. He is currently a professor at the Instituto Superior Politécnico Gaya (ISPGaya) and at the Instituto Superior de Contabilidade e Administração do Porto (ISCAP). He is also research at the Centre for Organisational and Social Studies of Polytechnic of Porto (CEOS.PP). His current research areas include, social media marketing, social customer relationship management and social selling.

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