FUNDAMENTALS OF USING MARKETING RESEARCH TO IMPROVE SALES SYSTEM EFFECTIVENESS
DOI:
https://doi.org/10.5281/zenodo.19663904Keywords:
marketing research, sales system, effectiveness, segmentation, CLV, conversion rate, marketing analyticsAbstract
This study provides a theoretical analysis of the impact of marketing research methodology on sales system
effectiveness. During the research, functional relationships between marketing research and sales systems were
identified, key effectiveness metrics were systematized, and an integration model connecting research methodology
components with practical sales results was developed. As a result of the systematic analysis, an integration model
consisting of five interconnected components was proposed: data sources, analytical components, effectiveness metrics,
feedback channels, and strategic decision-making mechanisms. The scientific novelty of the research is expressed in a
five-component integration model that unifies the relationship between marketing research and sales system effectiveness
within a unified methodological framework
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