Internal Equity as a Factor of Corporate Sales Growth

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The book explores the critical role of internal equity in Customer Relationship Management within Burkina Faso's businesses, highlighting its impact on profitability. It emphasizes the importance of ethical marketing practices in a competitive global landscape, particularly for small and medium enterprises. Through quantitative research involving customer surveys, the findings reveal that companies prioritizing internal equity experience higher sales growth, driven by customer satisfaction and loyalty. This underscores the necessity of fair business practices for enhancing performance in developing countries.