The role of promotion in supply-chain management Report as inadecuate

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This paper begins with a look at marketing and how it evolved over the years. Today marketing managers strive to create lifetime customer value. A vital aspect of creating value is the synergistic blending together of the four P’s of marketing. An important part of the mix is Supply-Chain Management (SCM). SCM will be looked at with an emphasis on promotion and especially how online promotion is used by those carriers specializing in the movement of small shipments throughout the supply-chain. Several package delivery carriers who are the market share leaders were selected {UPS, USPS, FedEx, and DHL} and their Web sites were evaluated. Some factors used to evaluate the carriers were: First impression upon entry; attention-grabbing aspects of the homepage; key-facts appearing on the homepage; ease with which users can shop; back office support; meaningful links; and, several more. The results are analyzed and evaluated.

Subject(s): Research and Development/Tech Change/Emerging Technologies

Research Methods/ Statistical Methods

Resource /Energy Economics and Policy

Issue Date: 2009-03

Publication Type: Conference Paper/ Presentation

PURL Identifier:

Total Pages: 21

Record appears in: Transportation Research Forum > 50th Annual Transportation Research Forum, Portland, Oregon, March 16-18, 2009

Author: Laric, Michael V. ; Lynagh, Peter M.


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