DEVELOPMENT OF THE CONCEPTUAL FOUNDATIONS OF SALES MANAGEMENT

Abstract

This article examines the systemic and process approaches to interpreting the essence of the concept of «sales management». The process approach views sales management as a continuous chain of interconnected processes, beginning with the engagement of a potential customer and ending with after-sales service. In contrast, the systemic approach considers it as a single integrated system comprising interrelated elements: people, technologies, tools, processes, resources, and the external environment. It has been established that scholars interpret «sales management» from various perspectives: as the management of people directly involved in sales; as the management of the distribution channel; and as the automation of processes for interacting with the customer base. The evolution of approaches to sales management has been explored, from the early forms of barter to modern multi-factor systems that integrate digital technologies, big data analytics, and innovative marketing tools. Scientific works of domestic and foreign authors have been analysed, focusing on the development of effective sales strategies, management of sales representatives, and the adaptation of sales to changes in the market environment. It has been revealed that increasing competition, market saturation, changing customer expectations, and the rapid digitalisation of society necessitate a rethinking of traditional approaches to sales. Key factors influencing the development of sales management concepts have been identified, namely technological progress, changing consumer expectations, and the growing strategic role of sales in company operations. Understanding these factors is crucial for adapting sales strategies to the modern requirements of societal development. The necessity of a comprehensive approach to sales management has been substantiated, one that focuses on building long-term relationships with customers and enhancing business flexibility.