Directions in sales research focus.
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The authors who have published descriptions of research in the field of sales may be proud of the significant results they achieved. However, according to numerous references, such output is not faultless. The insufficient communication between academics and practitioners, implementation issues with the solutions provided, or improper allocation of academic resources bring about the necessity to analyse the output concerning this question. For this purpose research on references was carried out, which indicated divergences between what is essential for the practitioners and what the academics find to be the most urgent issues. This paper indicates such divergences, i.e. exaggerated analysis of sales techniques with simultaneous insufficiency of research on forecasting and budgeting. The thesis set here states that the academic sales research directions contemporarily used are far from the ones desired and corresponding to the needs of the market, understood here as the entrepreneur’s environment. Therefore, the purpose of the paper is to indicate the desired directions of sales research in the organization, currently expected both by the world of business and of science.
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