Marketing approach to strategic sales management of enterprises

The subject of the study is the marketing approach to strategic sales management of enterprises. The purpose of the study is to determine the strategic marketing management of sales of enterprises. Research methods. The dialectical method of scientific cognition, the method of analysis and synthesis, the comparative method, the method of generalization of data are used in the work. Results of work. The paper defines the concepts of «marketing management» in general and «strategic marketing sales management.» The four main elements of the model of strategic marketing sales management are considered. Possible market segmentation of market strategies are identified. Conclusions. The conceptual basis of strategic marketing sales management is the integration of strategic and marketing approach to sales management. On the one hand, sales management is based on the tools of strategic management (elements of sales management are formed on the basis of the enterprise’s mission, strategic goals of enterprise, enterprise strategy and means of implementation), and on the other hand, sales management is an integral part of strategic marketing (sales policy formed on the basis of strategic marketing goals, marketing strategy and means of its implementation). It is determined that strategic sales management is a multifaceted management process aimed at ensuring effective sales of the enterprise in the long run in conditions of changing external environment. Strategic marketing sales management is a multifaceted management process based on the concept of marketing and aimed at ensuring effective sales in the long run by meeting the needs of consumers in a changing marketing environment