Marketing links the organization and the world outside it. There is a huge gulf between a production process and a factory, and customers actually buying, using and finding a product satisfactory. Distribution is the umbrella term for everything that links an organization with the outside world. In this chapter we review the processes and tech niques that set up a route (or routes) to market; making the right decisions in this area and making the chosen methodology work well are integral to effective marketing.

Inspec keywords: retailing; distribution strategy; customer satisfaction

Other keywords: buying; distribution channels; product satisfactory; marketing; organization; production process

Subjects: Marketing and sales