Title: Trends in distribution strategies and their application in practice
Authors: Hommerová, Dita
Kelešová, Miroslava
Satýnek, Michael
Citation: HOMMEROVÁ, D., KELEŠOVÁ, M., SATÝNEK, M. Trends in distribution strategies and their application in practice. In: Opportunities and Threats to Current Business Management in Cross-border Comparison 2019. Chemnitz: Verlag der GUC - Gesellschaft für Unternehmensrechnung und Controlling m.B.H., 2019. s. 77-85. ISBN 978-3-86367-062-7.
Issue Date: 2019
Publisher: Verlag der GUC - Gesellschaft für Unternehmensrechnung und Controlling m.B.H.
Document type: konferenční příspěvek
URI: http://hdl.handle.net/11025/36404
ISBN: 978-3-86367-062-7
Keywords in different language: distribution;strategy;trends;practice
Abstract in different language: Today, we use the internet on a daily basis, and in many respects, it makes many lengthy and complicated activities much easier. Therefore, companies focus on the development of technologies and strive to make it easier for customers to purchase goods. This article focuses on distribution strategies, which absorb the continually evolving trends in this area. Theoretically defined trends are translated into practice, and specific examples show different situations we encounter in everyday life. These include, in particular, shopper marketing, which is strongly linked to social media. Furthermore, this article focuses on trade marketing and merchandising. It also discusses multi-channel, cross-channel and omni-channel strategies which use multiple distribution channels. In addition to permanent shops, retailers increasingly use mobile applications, e-shops and social networks, which are described in the section E-commerce.
Rights: Plný text není přístupný.
Appears in Collections:Konferenční příspěvky / Conference papers (KMO)

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