Análisis de la gestión de ventas: un factor clave en la industria de bebidas espirituosas

Sales management is a key factor for competitiveness in the spirits industry, especially in an ever-changing environment. The objective was to analyze the sales management of spirits establishments in the central-eastern cities of Peru, considering their evolution, challenges, and customer-centric approaches. A non-experimental descriptive design methodology and a quantitative approach were used to analyze four key dimensions: sales function development, strategic planning, program design, and sales force control, with a sample of 140 workers involved in sales management in establishments in the sector. The results reveal that a lack of innovation and continuous training limits success, highlighting the importance of setting clear objectives and conducting regular market analysis. The implementation of digital marketing and the use of artificial intelligence are presented as essential tools for optimizing processes and strengthening consumer relationships. JEL Codes: M12, M54. Received: 10/12/2024. Accepted: 09/05/2025. Published: 18/02/2026.