Traditionally, these two activities are “merged” into the Industrial SMEs in a single functional area related to Commercial Management, Marketing and relations with foreign companies. This situation framed in a very small staff structure causes strong shortcomings in the PROMOTIONAL MARKETING MANAGEMENT due to the fact that its casuistry is framed with actions “NOT in the short term” fulfilling in many cases the maxim that THE URGENT ALWAYS GOES TO THE IMPORTANT.

Currently, the dynamism imposed by a TRANSPARENT market and with SATURACION of “product” implies that the Commercial Direction must work “short term” to materialize the scarce opportunities of “business” in its “horizon”. For this reason, it is essential for SMEs, as a survival strategy, to objectify their possibilities of “medium term” performance through outsourced services for Customer Recruitment.

Although this separation of functions is essential for the success of any Action Plan, it is assumed that the Commercial Management is unique and must continue to be exercised by the Client. This is so since the knowledge of the product and the market experience associated with it lies in the Customer’s Commercial Department.