| Abstract [eng] |
The master study includes defined essential problem of Lithuanian and foreign companies in terms of ensuring effective marketing operations and sales support system by creating sustainable communication between the company and the customer in the situation of intensive competition and economics decline. Theoretic background for sales support system creation has been analysed in the study: sales support role in marketing operations; sales support conception and components; sales support creation specifics (tools, strategy and methods, model of planning process). UAB „Urte“ case study has estimated if the company is known in Siauliai city, what is the image of the company, and sales support system used in the company has been evaluated. In addition customer sensibility to different sales support tools and reliance on advertising have been evaluated. Refering to Lithuanian and foreign literature analysis, survey results, marketing specialists propositions and forecasts in the situation of economics decline the proposals for sales support system development in UAB „Urte“ has been submitted at the end of the study. The results of the study contain practical value and can be applied for marketing decisions justification in companies involved in textile products trading, as well as initialise further studies in tems of managerial and company develpoment potential analysis. |
