Strategic sales management and CRM in the beverage industry: an analysis from the perspective of process modeling and business intelligence
Strategic sales management and CRM in the beverage industry: an analysis from the perspective of process modeling and business intelligence
DOI:
https://doi.org/10.51473/rcmos.v2i2.2022.1914Keywords:
Management Processes. CRM. Strategic Negotiation. Beverage Industry. Trade Marketing.Abstract
This scientific article proposes an in-depth analysis of the evolution of sales processes in the Fast-Moving Consumer Goods (FMCG) industry, with an emphasis on the beverage sector. In light of Management Process Theory, it investigates the transition from the transactional sales model to the consultative model, supported by Customer Relationship Management (CRM) tools and Market Intelligence. The study explores the complexity of B2B negotiation in retail, distribution channel management, Trade Marketing execution, and high-performance team leadership. The objective is to demonstrate how the formal structuring of commercial processes, combined with data analysis, mitigates informational asymmetry, maximizes Share of Wallet, and ensures the economic sustainability of organizations in saturated markets. The research highlights that the Process Technologist acts as the architect of commercial strategy, transforming raw data into tactical guidelines that ensure brand capillarity and profitability.
Downloads
References
BOSSA, N. A. Negociação: processos, táticas e estratégias. São Paulo: Atlas, 2003.
CHIAVENATO, I. Gestão de vendas: uma abordagem introdutória. 2. ed. Rio de Janeiro: Elsevier, 2013.
COBRA, M. Administração de vendas. 4. ed. São Paulo: Atlas, 2014.
FALCONI CAMPOS, V. Gerenciamento da rotina do trabalho do dia a dia. 9. ed. Nova Lima: INDG Tecnologia e Serviços Ltda, 2013.
FUTRELL, C. M. Vendas: fundamentos e novas práticas de gestão. São Paulo: Saraiva, 2014.
GIOGIO, M. Trade marketing: estratégias de distribuição e execução de vendas. São Paulo: Editora Senac, 2016.
KOTLER, P.; KELLER, K. L. Administração de marketing. 15. ed. São Paulo: Pearson Prentice Hall, 2018.
LAS CASAS, A. L. Marketing de varejo. 6. ed. São Paulo: Atlas, 2016.
LOVELOCK, C.; WIRTZ, J. Marketing de serviços: pessoas, tecnologia e estratégia. 7. ed. São Paulo: Pearson, 2011.
MINTZBERG, H. O processo da estratégia. 4. ed. Porto Alegre: Bookman, 2006.
PAIM, R. et al. Gestão de processos: pensar, agir e aprender. Porto Alegre: Bookman, 2009.
PEPPERS, D.; ROGERS, M. Gestão de relacionamento com o cliente: conceitos, estratégias e ferramentas. 2. ed. São Paulo: Pearson, 2011.
PORTER, M. E. Estratégia competitiva: técnicas para análise de indústrias e da concorrência. 2. ed. Rio de Janeiro: Campus, 2004.
RACKHAM, N. Alcançando excelência em vendas: SPIN selling. São Paulo: M. Books, 2009.
ROCHA, A. da; CHRISTENSEN, C. Marketing: teoria e prática no Brasil. 4. ed. São Paulo: Atlas, 2010.
SLACK, N. Vantagem competitiva em manufatura e serviços. São Paulo: Atlas, 2002.
SOUZA, C. A neoempresa: o que muda na gestão e na liderança. Rio de Janeiro: Agir Negócios, 2012.
STEINBERG, H. A dimensão humana na governança corporativa. São Paulo: Gente, 2013.
URDAN, A. T.; URDAN, F. T. Marketing estratégico no Brasil. São Paulo: Atlas, 2014.
VAZ, C. A. Os 8 Ps do marketing digital. São Paulo: Novatec, 2011.
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2022 Josimar da Costa Pinheiro (Autor)
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under the Creative Commons Attribution 4.0 International License (CC BY 4.0). This means you are free to:
- Share — copy and redistribute the material in any medium or format.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The use of this material is conditioned upon proper attribution to the original author(s), providing a link to the license, and indicating if changes were made. The license does not require permission from the author or the publisher as long as these conditions are met.
The Creative Commons license logo is displayed permanently in the footer of the journal.
The copyright of the manuscript can be retained by the authors without restrictions and can be requested at any time, even after publication in the journal.
How to Cite
