Investigating the role of business marketing techniques in sales process

Keywords: business marketing, consumer satisfaction, consumer loyalty, case study


Purpose. The main purpose of the research is to investigate the role of the marketing strategies and to verify if adopting a set of marketing strategies matching the company’s operation to can be a successful way to generate growth in sales and loyal customers for all sized businesses.

Design/Method/Approach. This research consists of a systematic literature review of academic articles compatible with the marketing field topics. A hypothesis is designed based on a theoretical framework and two case studies are investigated. It is tested through applying examples of two renowned companies, Xerox and HubSpot, that adopted their preferred set of marketing techniques and gained higher profits and larger loyal customer segments.

Findings. Based on collected data and its analysis, it can be said that following correctly selected marketing techniques can lead to increased sales and loyal consumers.

Practical implications. Companies’ marketing policies about choosing marketing channels needs to carefully be monitored and updated in order to reach long-term successful effects.

Originality/Value. The negotiation process between buyer and seller is strict, long-term and complex in business. Subsequently, selling the product is not sufficient if the buyers do not get offered good quality services to leave them pleased and consequently loyal in the long term. Thus, this research analyses the positive impact marketing techniques can have in the sales processes and in the customer loyalty.

 Paper type – empirical.


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Author Biographies

Nino Adamashvili, Georgian Technical University, Tbilisi, Georgia

Ph.D student , master of informatics in computer sciences

Mariantonietta Fiore, Department of Economics, University of Foggia, Foggia, Italy

Ph.D. in Economics and Technologies for the Sustainable Development, Аssistant professor


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How to Cite
Adamashvili, N., & Fiore, M. (2017). Investigating the role of business marketing techniques in sales process. European Journal of Management Issues, 25(3-4), 135-143.