MKTG 2030 Lecture Notes - Lecture 7: Brand Awareness, Online Banking, River Channel Migration
19 Apr 2016
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Document Summary
The explosion in channels, customer segments, products and media has made marketing more complex, more costly and less effective. The key to business success is the right channel strategy even if there are other weaknesses in other areas of marketing strategy. That is why, rules are different for ecommerce markets than conventional markets. Supply chain the process where businesses get into their suppliers and customers" network in order to facilitate their production and marketing process, to sell goods in relation to customer needs. Channels help in moving goods and services but the most important thing that channels move is information. Successful companies use channels to move information to attract and keep customers. They recognize that the movement of goods and services are tangential. An example of a successful company that has built its success on the flow of information is zara.
