Bibliographic citations
Cabada, O., (2017). Influencia del planeamiento estratégico comercial en el canal de distribución de un agencia digital de Trujillo, año 2017 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/11591
Cabada, O., Influencia del planeamiento estratégico comercial en el canal de distribución de un agencia digital de Trujillo, año 2017 [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/11591
@misc{sunedu/3015138,
title = "Influencia del planeamiento estratégico comercial en el canal de distribución de un agencia digital de Trujillo, año 2017",
author = "Cabada Alfaro, Osar Augusto",
publisher = "Universidad Privada del Norte",
year = "2017"
}
ABSTRACT In this pre-experimental investigation, the study of the influence of commercial strategic planning in the channel of distribution of a digital agency is carried out. The study is arranged in a company that has several shortcomings at a strategic level and does not know its current competitive position. In this way, with the greatest level of access to company information, documentary review was available as a research tool. This is possible because of the sales team records, the customer database, the sales record and the advertising reports for each campaign. In the pre-experimental stage, the distribution channel is analyzed in September 2016, finding an effectiveness of 23%. Subsequently, a strategic commercial planning model is developed with the strategies of product development, market penetration, networking and digital positioning; whose result is measured in a balanced scorecard after five months of execution, achieving a positive return on sales of 45.7% Thus, at the end of the study, the channel shows a significant change with an effectiveness of 130.56% because of an influence of the strategies in each process.
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