MODERN TRENDS AND PROBLEMS OF INTERACTION OF BUSINESS SUBJECTS IN THE SALES SYSTEM

The article discusses five strategic directions of market-oriented company management from the author P. Winkelmann. Despite the well-known scientific and practical achievements in the field of marketing, it can be said that there are a number of unresolved issues related to the management of the marketing system within the company and the establishment of interaction between business entities. This is especially true for companies selling technically complex products. Such companies create a marketing network, not a sales channel, that develops ways to deliver goods and services to average or end consumers. The problem of such companies is the sale of technically complex goods, in addition to product characteristics, staff competence or commercial aspects of interaction (range, prices, delivery terms), important indicators of psychological communication are established, such as trust, willingness to cooperate, willingness to work together and compromise.