Distribution and Promotion Strategy

  • RajagopalEmail author


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.


  1. Avery, J., Dev, C. S., & O’Connor, P. (2015). Accor: Strengthening the Brand with Digital Marketing. Boston, MA: Harvard Business School Publication.Google Scholar
  2. 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.CrossRefGoogle Scholar
  3. 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.CrossRefGoogle Scholar
  4. Dukes, A. J., Gal-Or, E., & Srinivasan, K. (2008). Channel Bargaining with Retailer Asymmetry. Journal of Marketing Research, 43(1), 84–97.CrossRefGoogle Scholar
  5. Euromonitor. (2018). Country Reports on Advertising. Chicago, IL: Euromonitor International.Google Scholar
  6. Fang, Z., Luo, X., & Keith, M. E. (2014). How Effective Is Location-Targeted Mobile Advertising. MIT Sloan Management Review, 56(2), 14–15.Google Scholar
  7. Ganesh, J. (2004). Managing Customer Preferences in a Multi-Channel Environment Using Web Services. International Journal of Retail & Distribution Management, 32(3), 140–146.CrossRefGoogle Scholar
  8. 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.CrossRefGoogle Scholar
  9. 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.CrossRefGoogle Scholar
  10. Lee, I., & Lee, K. (2015). The Internet of Things (IoT): Applications, Investments, and Challenges for Enterprises. Business Horizons, 58(4), 431–440.CrossRefGoogle Scholar
  11. Ofek, E., & Avery, J. (2013). J.C. Penney’s “Fair and Square” Strategy. Boston, MA: Harvard Business School Publication.Google Scholar
  12. Pate, S. S., Blaylock, K., & Southward, L. (2007). RFID: An Interface Survey Between Students and Retailers. The Marketing Review, 7(3), 237–281.CrossRefGoogle Scholar
  13. Piskorski, M. J., & Johnson, R. (2012). Social Strategy at Nike. Boston, MA: Harvard Business School Press.Google Scholar
  14. 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.CrossRefGoogle Scholar
  15. Quelch, J. A., & Yong, S. (2015). Eco7: Launching a New Motor Oil. Boston, MA: Harvard Business School Publication.Google Scholar
  16. Rajagopal. (2008). Point of Sales Promotions and Buying Stimulation in Retail Stores. Journal of Database Marketing and Customer Strategy Management, 15(4), 249–266.Google Scholar
  17. Rajagopal. (2011). Determinants of Shopping Behavior of Urban Consumers. Journal of International Consumer Marketing, 23(2), 83–104.CrossRefGoogle Scholar
  18. Rajagopal. (2012). Systems Thinking and Process Dynamics for Marketing Systems: Technologies and Applications for Decision Management. Hershey, PA: IGI Global.Google Scholar
  19. Rajagopal. (2016). Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications. Basingstoke, UK: Palgrave Macmillan.Google Scholar
  20. Rosenbloom, B. (2004). Marketing Channels: A Management View (7th ed.). Mason, OH: Thomson South-Western.Google Scholar
  21. 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.CrossRefGoogle Scholar
  22. 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.CrossRefGoogle Scholar
  23. Spagat, E. (2004, November 15). Sony Makes Big Changes with Small Stores. Marketing News, 12.Google Scholar
  24. 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.CrossRefGoogle Scholar
  25. Treme, J. (2010). Effects of Celebrity Media Exposure on Box-Office Performance. Journal of Media Economics, 23(1), 5–16.CrossRefGoogle Scholar
  26. 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.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.EGADE Business SchoolTecnologico de MonterreySanta Fe, Mexico CityMexico

Personalised recommendations