Skip to main content
Top

2019 | OriginalPaper | Chapter

8. Distribution and Promotion Strategy

Author : Rajagopal

Published in: Contemporary Marketing Strategy

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

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.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Footnotes
1
Retailers want import management, not ERP systems: Logistics Management Distribution Report, Issue: August 31, 1999.
 
Literature
go back to reference Avery, J., Dev, C. S., & O’Connor, P. (2015). Accor: Strengthening the Brand with Digital Marketing. Boston, MA: Harvard Business School Publication. Avery, J., Dev, C. S., & O’Connor, P. (2015). Accor: Strengthening the Brand with Digital Marketing. Boston, MA: Harvard Business School Publication.
go back to reference Berman, B., & Thelen, S. (2004). A Guide to Developing and Managing a Well-Integrated Multi-Channel Retail Strategy. International Journal of Retail & Distribution Management,32(3), 147–156.CrossRef Berman, B., & Thelen, S. (2004). A Guide to Developing and Managing a Well-Integrated Multi-Channel Retail Strategy. International Journal of Retail & Distribution Management,32(3), 147–156.CrossRef
go back to reference Crittenden, V. L., & Wilson, E. J. (2002). Success Factors in Non-Store Retailing: Exploring the Great Merchants Framework. Journal of Strategic Marketing,10(4), 255–272.CrossRef Crittenden, V. L., & Wilson, E. J. (2002). Success Factors in Non-Store Retailing: Exploring the Great Merchants Framework. Journal of Strategic Marketing,10(4), 255–272.CrossRef
go back to reference Dukes, A. J., Gal-Or, E., & Srinivasan, K. (2008). Channel Bargaining with Retailer Asymmetry. Journal of Marketing Research,43(1), 84–97.CrossRef Dukes, A. J., Gal-Or, E., & Srinivasan, K. (2008). Channel Bargaining with Retailer Asymmetry. Journal of Marketing Research,43(1), 84–97.CrossRef
go back to reference Euromonitor. (2018). Country Reports on Advertising. Chicago, IL: Euromonitor International. Euromonitor. (2018). Country Reports on Advertising. Chicago, IL: Euromonitor International.
go back to reference Fang, Z., Luo, X., & Keith, M. E. (2014). How Effective Is Location-Targeted Mobile Advertising. MIT Sloan Management Review,56(2), 14–15. Fang, Z., Luo, X., & Keith, M. E. (2014). How Effective Is Location-Targeted Mobile Advertising. MIT Sloan Management Review,56(2), 14–15.
go back to reference Ganesh, J. (2004). Managing Customer Preferences in a Multi-Channel Environment Using Web Services. International Journal of Retail & Distribution Management,32(3), 140–146.CrossRef Ganesh, J. (2004). Managing Customer Preferences in a Multi-Channel Environment Using Web Services. International Journal of Retail & Distribution Management,32(3), 140–146.CrossRef
go back to reference Jindal, R. P., Reinartz, W., Krafft, M., & Hoyer, W. D. (2007). Determinants of the Variety of Routes to Market. International Journal of Research in Marketing,24(1), 17–29.CrossRef Jindal, R. P., Reinartz, W., Krafft, M., & Hoyer, W. D. (2007). Determinants of the Variety of Routes to Market. International Journal of Research in Marketing,24(1), 17–29.CrossRef
go back to reference Kabadayi, S., Eyuboglu, N., & Thomas, G. P. (2007). The Performance Implications of Designing Multiple Channels to Fit with Strategy and Environment. Journal of Marketing,71(4), 195–211.CrossRef Kabadayi, S., Eyuboglu, N., & Thomas, G. P. (2007). The Performance Implications of Designing Multiple Channels to Fit with Strategy and Environment. Journal of Marketing,71(4), 195–211.CrossRef
go back to reference Lee, I., & Lee, K. (2015). The Internet of Things (IoT): Applications, Investments, and Challenges for Enterprises. Business Horizons,58(4), 431–440.CrossRef Lee, I., & Lee, K. (2015). The Internet of Things (IoT): Applications, Investments, and Challenges for Enterprises. Business Horizons,58(4), 431–440.CrossRef
go back to reference Ofek, E., & Avery, J. (2013). J.C. Penney’s “Fair and Square” Strategy. Boston, MA: Harvard Business School Publication. Ofek, E., & Avery, J. (2013). J.C. Penney’s “Fair and Square” Strategy. Boston, MA: Harvard Business School Publication.
go back to reference Pate, S. S., Blaylock, K., & Southward, L. (2007). RFID: An Interface Survey Between Students and Retailers. The Marketing Review,7(3), 237–281.CrossRef Pate, S. S., Blaylock, K., & Southward, L. (2007). RFID: An Interface Survey Between Students and Retailers. The Marketing Review,7(3), 237–281.CrossRef
go back to reference Piskorski, M. J., & Johnson, R. (2012). Social Strategy at Nike. Boston, MA: Harvard Business School Press. Piskorski, M. J., & Johnson, R. (2012). Social Strategy at Nike. Boston, MA: Harvard Business School Press.
go back to reference Pitt, L., Berthon, P. R., & Berthon, J. P. (1999). Changing Channels: The Impact of the Internet on Distribution Strategy. Business Horizons, 42(2), 19–28.CrossRef Pitt, L., Berthon, P. R., & Berthon, J. P. (1999). Changing Channels: The Impact of the Internet on Distribution Strategy. Business Horizons, 42(2), 19–28.CrossRef
go back to reference Quelch, J. A., & Yong, S. (2015). Eco7: Launching a New Motor Oil. Boston, MA: Harvard Business School Publication. Quelch, J. A., & Yong, S. (2015). Eco7: Launching a New Motor Oil. Boston, MA: Harvard Business School Publication.
go back to reference Rajagopal. (2008). Point of Sales Promotions and Buying Stimulation in Retail Stores. Journal of Database Marketing and Customer Strategy Management, 15(4), 249–266. Rajagopal. (2008). Point of Sales Promotions and Buying Stimulation in Retail Stores. Journal of Database Marketing and Customer Strategy Management, 15(4), 249–266.
go back to reference Rajagopal. (2011). Determinants of Shopping Behavior of Urban Consumers. Journal of International Consumer Marketing, 23(2), 83–104.CrossRef Rajagopal. (2011). Determinants of Shopping Behavior of Urban Consumers. Journal of International Consumer Marketing, 23(2), 83–104.CrossRef
go back to reference Rajagopal. (2012). Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management. Hershey, PA: IGI Global. Rajagopal. (2012). Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management. Hershey, PA: IGI Global.
go back to reference Rajagopal. (2016). Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications. Basingstoke, UK: Palgrave Macmillan. Rajagopal. (2016). Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications. Basingstoke, UK: Palgrave Macmillan.
go back to reference Rosenbloom, B. (2004). Marketing Channels: A Management View (7th ed.). Mason, OH: Thomson South-Western. Rosenbloom, B. (2004). Marketing Channels: A Management View (7th ed.). Mason, OH: Thomson South-Western.
go back to reference Seock, Y. K., & Bailey, L. R. (2009). Fashion Promotions in the Hispanic Market: Hispanic Consumers’ Use of Information Sources in Apparel Shopping. International Journal of Retail & Distribution Management,37(2), 161–181.CrossRef Seock, Y. K., & Bailey, L. R. (2009). Fashion Promotions in the Hispanic Market: Hispanic Consumers’ Use of Information Sources in Apparel Shopping. International Journal of Retail & Distribution Management,37(2), 161–181.CrossRef
go back to reference Sheu, J. B. (2010). A Hybrid Dynamic Forecast Model for Analyzing Celebrity Endorsement Effects on Consumer Attitudes. Mathematical and Computer Modelling,52(9), 1554–1569.CrossRef Sheu, J. B. (2010). A Hybrid Dynamic Forecast Model for Analyzing Celebrity Endorsement Effects on Consumer Attitudes. Mathematical and Computer Modelling,52(9), 1554–1569.CrossRef
go back to reference Spagat, E. (2004, November 15). Sony Makes Big Changes with Small Stores. Marketing News, 12. Spagat, E. (2004, November 15). Sony Makes Big Changes with Small Stores. Marketing News, 12.
go back to reference Thyer, B. A., & Myers, L. L. (1998). Social Learning Theory—An Empirically Based Approach to Understanding Human Behavior in the Social Environment. Journal of Human Behavior in the Social Environment,1(1), 33–52.CrossRef Thyer, B. A., & Myers, L. L. (1998). Social Learning Theory—An Empirically Based Approach to Understanding Human Behavior in the Social Environment. Journal of Human Behavior in the Social Environment,1(1), 33–52.CrossRef
go back to reference Treme, J. (2010). Effects of Celebrity Media Exposure on Box-Office Performance. Journal of Media Economics,23(1), 5–16.CrossRef Treme, J. (2010). Effects of Celebrity Media Exposure on Box-Office Performance. Journal of Media Economics,23(1), 5–16.CrossRef
go back to reference Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing,26(4), 198–208.CrossRef Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing,26(4), 198–208.CrossRef
Metadata
Title
Distribution and Promotion Strategy
Author
Rajagopal
Copyright Year
2019
Publisher
Springer International Publishing
DOI
https://doi.org/10.1007/978-3-030-11911-9_8