KOMPLEMENTARNOST KLASIČNIH I SUVREMENIH PRISTUPA PRODAJI U IT SEKTORU

master's thesis

• Title (english): Complementarity of classic and modern approaches to sales in the IT sector
• Author: Lana Gabrijelić
• Mentor: Marija Tomašević-Lišanin (mentor); MBZ: 189864
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-06-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Prodaja je jedna od najvažnijih komponenti svakog poduzeća. No, prodaja ne djeluje sama, već joj je potrebna potpora drugih odjela kako bi bila maksimalno efikasna. U ovom radu istražuje se suradnja marketinga i prodaje, te se pokušava uočiti koliko je promjena metodologije u marketingu kroz vrijeme utjecala na prodaju i način obavljanja prodajnog posla. S obzirom na jedinstvenost svakog gospodarskog sektora, rad se odnosi na informatički sektor, kao onaj koji se trenutno nalazi u najvećem rastu te se konstantno unapređuje i razvija. Kasnije u radu označavamo ga kraticom IT. Teorijski dio rada razmatra nekoliko vrsta klasične prodaje, kao i suvremene načine prodavanja. Kod suvremenog pristupa objašnjavaju se popularni termini poput inbound (dolazni) i outbound (odlazni) marketinga te employer brandinga (marke poslodavca). Provedeno empirijsko istraživanje pokušava utvrditi na koji način Hrvatska IT poduzeća posluju, odnosno u kojoj mjeri preferiraju, klasični ili suvremeni prodajni pristup. Ovaj dio istraživanja je proveden na uzorku 15 prodajnih stručnjaka koji su sudjelovali u dubinskim intervjuima. Ispitanici su birani namjernim pristupom da bi se dobilo uvid u praksu poduzeće različitih veličina te istražila njihova prodajno-marketinška iskustva. Poduzeća dolaze iz različitih uže definiranih informacijskih djelatnosti, no svima je zajedničko to što nude informacijske usluge, odnosno softverska rješenja drugim poduzećima. Istraživanje je provedeno s njihovim prodajnim predstavnicima. Rezultati istraživanja pokazuju da se pristup prodaji uistinu tijekom vremena prilagodio promjenama u suvremenom marketingu, odnosno novim načinima privlačenja, pristupanja i nuđenja usluga krajnjim kupcima.

Abstract (english)

Sales is one of the most crucial parts of an organization. In order to be most efficient possible, it cannot act on its own, but requires support from other parts of the organization. In this paper the bond between sales and marketing department is researched. To be more precise, the paper is trying to determine how much the changes which the marketing field went throughout time, from being entirely sales centric to customer centric, influenced sales and the act of selling. Considering that every industry is unique, the research is based on the information industry, as an example of a scale-up industry with constant changes and new developments. Later in the paper this industry will be referred to with the abbreviation IT. The theoretical part encompasses classical versus modern approaches to sales. When describing the modern approach, new terms such as employer branding, inbound and outbound marketing will be explored. The empirical research is focused on how Croatian IT companies do business and whether they prefer classic or modern approach to sales. This part of the research is conducted by interviewing 15 sales representatives of different experience levels and catering to different industries, but what all have in common is that they offer IT solutions. Research results indicate that sales approach has been shifting slowly towards customer centricity, new ways of attracting, approaching and offering services to customers, just like modern marketing. This only gives a bigger emphasis on the importance of sales and marketing collaboration. Sales representatives are using modern tools in their approach, more often than not using marketing skills for this initial phase of customer acquisition. Unfortunately, research also shows that this is the part where the partnership ends for most companies. Post-sales customer nurture isn’t high on the priority list, and only very few of interviewees mention tracking customer satisfaction.

• Keywords: tradicionalna prodaja; osobna prodaja; prodaja u IT industriji; marketinška podrška prodaji; employer branding; dolazni (“inbound“) marketing; odlazni (“outbound“) marketing
• Keywords (english): Traditional sales; personal selling; sales in the IT industry; marketing in sales; employer branding; inbound marketing; outbound marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:922633
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-07-09 16:06:29