The Four P's
Pt. 2 Place and PromotionStreaming Video - 2005
This program concentrates on the final two of the Four P's: place, also known as distribution, and promotion. Part one covers distribution channels; horizontal and vertical channel conflict; and the use of corporate systems, administered systems, and contractual systems, such as franchises, to alleviate channel conflict. In part two, a pair of clones and other experts explain the objectives of promotion-to provide information, increase demand, stabilize sales, or accentuate a product's value-and detail the components of the promotional mix: advertising, public relations, direct marketing, and sponsorship.
Publisher: New York, N.Y. : Films Media Group, , c1998
Alternative Title: Place and promotion