• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Distribution
Distribution

Getting the products to the right place for consumers to be able to buy them is an obviously important part of marketing. Getting products to the right place at the right time and in the right quantity is the function of distribution, and it divides into two parts. First, there is the strategic aspect of distribution: choosing which routes to the consumer will be most appropriate for the product, the brand and the target market. In most cases this will mean getting the product into specific retailers, but it might also mean deciding whether to distribute directly via ...

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