Developing an Integrated Marketing and Sales Model for Beneficiaries’ Products
Keywords:
Beneficiaries’ products marketing, micro-sales, marketing–sales integrationAbstract
This study aims to develop and conceptualize a localized and validated model for marketing and sales of beneficiaries’ products with an emphasis on marketing–sales integration. The research adopts an applied qualitative design using thematic analysis. Data were collected through semi-structured interviews with 20 academic and experiential experts, including university scholars in marketing and management, managers and practitioners from supportive institutions, and beneficiaries with successful sales experience in Razavi Khorasan Province. Participants were selected purposively, and data analysis followed Braun and Clarke’s six-phase thematic analysis approach until theoretical saturation was achieved. The analysis resulted in 134 basic themes, 36 organizing themes, and 12 global themes, structured into a three-part model comprising marketing, integration, and sales. The marketing dimension includes product, price, distribution, and promotion; the sales dimension emphasizes sales skill empowerment, individual-oriented sales strategies, local networking, and supportive mechanisms; and the integration dimension—identified as the core of the model—encompasses strategic alignment, information exchange, collaborative culture, and enabling technologies. The findings indicate that the lack of integration between marketing and sales is a major barrier to effective sales of beneficiaries’ products. Strengthening this integration can enhance sales performance, improve income sustainability, and facilitate the transition toward economic self-sufficiency.
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