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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Retailers want import management, not ERP systems: Logistics Management Distribution Report, Issue: August 31, 1999.
- 2.
For details see https://www.rfidjournal.com/articles/view?964/.
References
Avery, J., Dev, C. S., & O’Connor, P. (2015). Accor: Strengthening the Brand with Digital Marketing. Boston, MA: Harvard Business School Publication.
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.
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.
Dukes, A. J., Gal-Or, E., & Srinivasan, K. (2008). Channel Bargaining with Retailer Asymmetry. Journal of Marketing Research,43(1), 84–97.
Euromonitor. (2018). Country Reports on Advertising. Chicago, IL: Euromonitor International.
Fang, Z., Luo, X., & Keith, M. E. (2014). How Effective Is Location-Targeted Mobile Advertising. MIT Sloan Management Review,56(2), 14–15.
Ganesh, J. (2004). Managing Customer Preferences in a Multi-Channel Environment Using Web Services. International Journal of Retail & Distribution Management,32(3), 140–146.
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.
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.
Lee, I., & Lee, K. (2015). The Internet of Things (IoT): Applications, Investments, and Challenges for Enterprises. Business Horizons,58(4), 431–440.
Ofek, E., & Avery, J. (2013). J.C. Penney’s “Fair and Square” Strategy. Boston, MA: Harvard Business School Publication.
Pate, S. S., Blaylock, K., & Southward, L. (2007). RFID: An Interface Survey Between Students and Retailers. The Marketing Review,7(3), 237–281.
Piskorski, M. J., & Johnson, R. (2012). Social Strategy at Nike. Boston, MA: Harvard Business School Press.
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.
Quelch, J. A., & Yong, S. (2015). Eco7: Launching a New Motor Oil. Boston, MA: Harvard Business School Publication.
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. (2011). Determinants of Shopping Behavior of Urban Consumers. Journal of International Consumer Marketing, 23(2), 83–104.
Rajagopal. (2012). Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management. Hershey, PA: IGI Global.
Rajagopal. (2016). Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications. Basingstoke, UK: Palgrave Macmillan.
Rosenbloom, B. (2004). Marketing Channels: A Management View (7th ed.). Mason, OH: Thomson South-Western.
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.
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.
Spagat, E. (2004, November 15). Sony Makes Big Changes with Small Stores. Marketing News, 12.
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.
Treme, J. (2010). Effects of Celebrity Media Exposure on Box-Office Performance. Journal of Media Economics,23(1), 5–16.
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.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2019 The Author(s)
About this chapter
Cite this chapter
Rajagopal (2019). Distribution and Promotion Strategy. In: Contemporary Marketing Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-11911-9_8
Download citation
DOI: https://doi.org/10.1007/978-3-030-11911-9_8
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-11910-2
Online ISBN: 978-3-030-11911-9
eBook Packages: Business and ManagementBusiness and Management (R0)