1993 Volume 2 Issue 1 Pages 91-124
As the business environment has become more mature and varied, we have been compelled to increase our knowledge of the market. When a company intends to increase its profitability in such circumstances, key issues like resource allocation should be carefully considered based on cost and benefit analysis. This requires a thorough knowledge of the market.
This study presents a model which attempts to improve the organization's ability to cope with current market circumstances. A systematic approach has been designed to improve the planning phase of a sales management system, including mechanisms to utilize market information effectively.
Section 1 outlines the major issues involved with a typical sales management system, and discusses directions for improvement. Section 2 describes in detail a sales management system which upper management to respond to market circumstances, while also enabling the development of a sales strategy which coordinates field commitment with corporate resource allocation policies. In Section 3, an EDP system, which supports the efficient operation of sales management system, is featured as a means to reduce huge amounts of information processing. Section 4 discusses the issues remaining to be considered.
