Relevance of Communications at Sale Points in the Modern Concept of Merchandising Cover Image

Релевантність комунікацій на місцях продажу у сучасній концепції мерчандайзингу
Relevance of Communications at Sale Points in the Modern Concept of Merchandising

Author(s): Andrey Kataev
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Altezoro, s. r. o. & Dialog
Keywords: merchandising; marketing communication; retail; retail communication

Summary/Abstract: Owners of brands spend a large amount of money to promote their products. However, communication at sale points usually does not meet the overall strategy of integrated marketing communication as communication and sales are the question of competence of different managers. If not to pay proper attention to this question today, thousands of advertising budgets, PR and other campaigns will not bring effect under conditions of inconsistent sales strategies and tactics. The article gives the theoretical grounding of integration of communications at sale points into the structure of retail marketing communications.

  • Issue Year: 2/2016
  • Issue No: 8
  • Page Range: 7-14
  • Page Count: 8
  • Language: Ukrainian