Ostapets, K.2026-01-072026-01-072025Ostapets, K. (2025). Theoretical foundations of sales management at the enterprise. У Н. В. Сичова (Ред.), Менеджмент: імперативи та виклики. Менеджмент організації: технології та функції. У 2 ч. Ч.1. (с. 161–166). Державний торговельно-економічний університетhttps://ur.knute.edu.ua/handle/123456789/13335The article considers the theoretical foundations of sales management in the conditions of the modern market. The author systematizes the key approaches to sales management – classic, customer-oriented, CRM-oriented, strategic and motivational, as well as analyzes their features, advantages and areas of application. Particular attention is paid to the principles of an effective sales system and the transformation of traditional models in the digital economy. The proposed analytical table summarizes modern world sales management practices, which allows us to draw conclusions about the feasibility of an integrated approach to sales management at retail enterprisesen-USAttribution 4.0 InternationalArticle161–166