I define the principle pricing terms and explain how each theory fits into a company's marketing effort. This is categorized under channels of distribution and physical distribution. Channel of distribution refers to the method, direct or indirect, of making the product available to the customer. Under the physical distribution heading I look at the great technological strides made in cost savings and added customer value, getting the product from producer to customer. Chapter 9 - Promotion Promotion or communication is the last of the 4Ps informing the customer that the 'right product' is now available at the 'right price', and in the 'right place'.
Stress is placed on the importance of marketing mix integration.
Again the need to integrate into the marketing mix and within the promotional mix is given added weight. Numerous relevant website addresses are included in this chapter to encourage students to explore current promotional thinking. Finally I bring all the chapters together under the marketing planning process. All terms are explained as I move through the chapter. Preface Advertising makes a major contribution to the successful functioning of market economies in both national and global economies in almost every part of the world.