Naslov
Key Account Management using Direct Marketing in Function of HŽ Cargo Sales Management

Autori
Jurčević, Marinko ; Mečić, Štefica ; Ivaković Babić, Morana

Izvornik
Suvremeni promet : časopis za pitanja teorije i prakse prometa (0351-1898) 31 (2011), 1-2; 149-154

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

Ključne riječi
KAM; Sales Management; HŽ cargo; Direct Marketing

Sažetak
Today, most companies and services primarily relies on advertising, promotion, sales promotion and salesmanship for selling their products. Economics propaganda is used to get to know potential customers with their products or services and interest them in purchasing. Sales Promotion strives to provide customers the reason for the purchase and personal sale is used to conclude the sale. So that the HŽ Cargo would successfully position itself on the transport market and become more efficient and competitive against other transport carriers, requires a superior sales in a situation that is globalizing market where ever-smaller number of customers keeps growing market share, as imperative in the introduction, direct marketing and the knowledge and leadership skills of key customers, which in future can be a bit basic differentiation one from another bidder, and the introduction of CAM Manager (Key Account Manager ).

Izvorni jezik
Engleski

Znanstvena područja
Tehnologija prometa i transport

POVEZANOST RADA