engleski

Specialized seminars as an element of sales promotion tool in IT enterprises in Croatia

Increasingly dynamic and competitive marketing environment places new demand on companies trying to promote and sell professional products and services such as ICT. The main focus is on changing the emphasis away from broad based marketing to more specialized forms of active selling. Event based marketing, especially in the form of seminar selling may present an effective opportunity which can be adopted by company in order to ensure winning of the maximum number of profitable new clients at minimum cost and nurture relationship with the existing ones. Recent research shows that the Croatian ICT market is continuously growing. Companies oriented to specific target markets, like the ICT one, can chose most acceptable among diverse forms of promotion, in accordance with their financial possibilities, and the type of products and services they offer. During specialized seminars, workshops, lectures, congresses and fairs, ICT companies can present all details underlying their complex processes and projects, which is yet another manner of creating an added value. Therefore, this form of promotion has a significant role in the marketing mix of ICT companies. Compared with personal advertising and selling there is much more time, human and financial resources required in order to prepare and carry out specialized seminars. However, contribution to the creation of the long-term customer relations is their advantage. Specialized seminars are definitely capable of increasing the sales of ICT companies. This paper presents results from the empirical research undertaken on representative sample of the Croatian ICT companies with the objective to explore their sales promotion strategies. The main target of research was to find out the efficiency and rate of adoption of a seminar selling methods in the ICT sector on the Croatian market.

marketing; sales promotion; specialized seminars; ICT; Croatia

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