Synergistic Marketing Campaigns

There are probably two important developments that helped evolve the media mix concept into what we now think of as multi-channel synergistic marketing campaigns: • A transition by marketing and advertising professionals toward integrated communications.  This marked a shift in focus from transactions to customer relationships. Even outside the marketing arena, engineers and statisticians were contributing by following the lead of successful Japanese industries that re-engineered business processes around customers’ needs. Power was then shifting to the consumer and the management of  communication processes was being...

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Vertical Marketing Systems and Retail Industry

Vertical integration in a distribution channel places into focus the factors of cooperation such as the distribution of income among partners, the distribution of risk depending on the marketing functions and activities assumed, as well as margin increase through the cost reduction. The problem is to identify the model which is, from a theoretical point of view, based on gradation of integration and the retailers’ power. For efficient retail, it is necessary to adjust the retailer’s and the supplier’s distribution models, and this homogeneous structure represents a unique model of cooperation between...

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