ResearchBib Share Your Research, Maximize Your Social Impacts
Sign for Notice Everyday Sign up >> Login

Relevance of communications at sale points in the modern concept of merchandising

Journal: Path of Science: International Electronic Scientific Journal (Vol.2, No. 8)

Publication Date:

Authors : ; ;

Page : 3.7-3.14

Keywords : merchandising; marketing communication; retail; retail communication.;

Source : Downloadexternal Find it from : Google Scholarexternal


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.

Last modified: 2016-09-12 03:32:51