Abstract
Purpose: The purpose of the article is to develop an applied approach to solving the problem of forming methodological tools for marketing solutions in retail aimed at lead generation of retail customers.
Design/methodology/approach: The relevance of the theoretical understanding of the subject is also due to the problems of developing marketing solutions for retail trade enterprises, which are primarily associated with the individualization of relations with consumers, personalization of marketing communications, and the possibility of influencing the decision-making process.
Findings: In developing recommendations for the use of marketing control tools, it is necessary to focus on the concept of marketing audit as a comparative analysis of the actual and planned sales results of a retail enterprise. In this work, one of the universal tools for managing retail sales is the sales funnel. Since it is important for this research to find productive marketing solutions for retail businesses, it is advisable to use lead generation as a driver of sales growth when forming a sales funnel.
Originality/value: The authors of the study established the rules of lead generation in retail trade, which contains, together with a description of the tasks and sequence of stages, a toolkit of lead generation activities divided into three groups according to the phases of lead generation: the initial phase – identification of leads, the main phase – lead generation activity, and the final phase – retail sales.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aldarova, I.K.: Features of interaction with potential consumers on the internet. Bus. Educ. Knowl. Econ. 2, 4–6 (2017)
Bakharev, V.V., Nekrasov, S.S.: Marketing of innovative activities of retail enterprises. Pract. Mark. 2–1(240), 5–10 (2017)
BizHint.net: Consumer sales funnel (2016). https://bizhint.net/biznes/prodvizhenie-biznesa/voronka-prodazh. Accessed 16 May 2020
ConsultantPlus Legal Reference system: Federal law of 27.07.2006 N 152-FZ “on personal data” (2020). https://www.consultant.ru/document/cons_doc_LAW_61801/. Accessed 16 May 2020
Gordon, J.H.: Partnership marketing. New strategies and technologies for attracting customers. Peter, St. Petersburg (2001)
Kohli, A., Jaworski, B.: Market orientation: construct, research proposals, and management implications. J. Mark. 54, 1–8 (1990)
Kotler, F., Armstrong, G., Wong, V., Saunders, D.: Basics of Marketing, 5th edn. Williams (2019)
Kusakina, O.N., Vorontsova, G.V., Momotova, O.N., Krasnikov, A.V., Shelkoplyasova, G.S.: Use of management technologies in the digital economy. Adv. Intell. Syst. Comput. 726, 261–268 (2019)
Lopatina, E., Tselikh, S.N., Chugunova, E.V., Ostrovskaya, V.N.: Risk management of venture entrepreneurship. Asian Soc. Sci. 10(23), 191–198 (2014)
Malhotra, N.K.: Marketing research: practical guide. Williams (2003)
Nazipov, R.S.: Lead generation: there are never many customers. Peter com, Saint Petersburg (2016)
Ostrovskaya, V.N., Lapshin, V.Y., Ponomareva, L.V., Yurchenko, T.: Marketing strategies of cluster development in retailing sector. Contributions to Economics, 9783319454610, pp. 31–38 (2017)
Tatasheva, E.V., Maksimenko, L.S., Godina, O.V.: Innovative aspects of the development of the instrumental content of retail marketing audit. Kant 2(23), 184–188 (2017)
Webster, F.E., Malter, A.J., Ganesan, S.: Decrease and dispersion of marketing competence. MIT SLOAN Manag. Rev. 46(4), 35–43 (2005)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Maksimenko, L.S., Godina, O.V., Aldawoodi, A.F.T., Tatasheva, E.V. (2021). Development of Innovative Methods of Lead Management in Retail Trade in the Region. In: Shakirova, O.G., Bashkov, O.V., Khusainov, A.A. (eds) Current Problems and Ways of Industry Development: Equipment and Technologies. Lecture Notes in Networks and Systems, vol 200. Springer, Cham. https://doi.org/10.1007/978-3-030-69421-0_114
Download citation
DOI: https://doi.org/10.1007/978-3-030-69421-0_114
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-69420-3
Online ISBN: 978-3-030-69421-0
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)