8. Distribution and Promotion Strategy

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. This chapter also embeds comprehensive discussion on technology used in the distribution, inventory, and logistics with focus on radio frequency identification (RFID). The application of radio frequency identification 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 modeling using distribution technology. On the aspects of promotions management, this chapter addresses the new managerial ways to develop economic promotion strategies combining sales performance and right marketing strategies. Distribution networking with technology at Walmart and interactive marketing to promote Heineken products in the USA constitutes the case studies discussed in this chapter.