Sale has existed for centuries, but the principles behind it have changed over time.Contemporary theory emphasizes increase of customer productivity through strategic salesorganization that converges with marketing in order to achieve greater strategic importancein the organization. This study uses a qualitative research method (in-depth interviews) withthe aim of determining the relationship between sales and marketing, as well as learningabout the perceptions of sales managers on the definition of sales strategy and atmospheredesign as variables that affect sales efficiency in automotive retailing. Research results fromBosnia and Herzegovina and Croatia were compared and they indicate a lack ofcoordination between marketing and sales efforts/departments, and the inadequate use ofatmospheric factors in both of the observed markets.
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