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2019 | OriginalPaper | Buchkapitel

8. Distribution and Promotion Strategy

verfasst von : Rajagopal

Erschienen in: Contemporary Marketing Strategy

Verlag: Springer International Publishing

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Abstract

The distribution and promotions strategies discussed in this chapter, share contemporary knowledge on channel management strategy, contemporary distribution strategies, managing channel conflicts, and recent trends in distribution technology. The discussion on the distribution strategies includes distribution scope strategy, multi-channel strategy, channel modification strategy, and mid- and broad-market mapping distribution strategies. The application of radio frequency identification (RFID) technology is addressed in this chapter in the section on distribution technology. The second part of this chapter explains modern strategies on promotions of products and services through the discussion on promotions-mix. The objectives of this chapter are to impart knowledge and skills on contemporary good office practices of global companies on distribution management, and compare their advantages against the conventional distribution and logistics modelling. On the aspects of promotions management, this chapter addresses the new managerial ways to develop economic promotion strategies combining the sales performance and right marketing strategies.

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Fußnoten
1
Retailers want import management, not ERP systems: Logistics Management Distribution Report, Issue: August 31, 1999.
 
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Metadaten
Titel
Distribution and Promotion Strategy
verfasst von
Rajagopal
Copyright-Jahr
2019
Verlag
Springer International Publishing
DOI
https://doi.org/10.1007/978-3-030-11911-9_8