The place is the promotion. The emerging role of selling places and spaces

Purpose of the paper: The purpose of this paper is to analyse the strategic and integrated use of communication and distribution.

Methodology: The selection of case studies and the analytical procedure rest on grounded theory methodology.

Findings: The analysis of three case studies shows a gradual shift in consumer goods industries from traditional marketing communication to in-store marketing, including digital stores. The success of the companies that have experienced the integrated communication and distribution strategy seems to rely on leveraging on distribution channels as means of communication and not only of selling.

Research limits: This contribution has limitations. In particular, we relied on a qualitative analysis based on three case studies, so we can only support an analytical generalization of our findings.

Practical implications: The analysed companies have developed strong brand value and a proactive approach to innovation, changing traditional market rules and applying an innovative integration between communication and distribution. They have been able to create a new distribution and communication model based on the intersection between the following three marketing drivers: ambient (store), people and the web.

Originality of the paper: The investment and financial consequences are discussed.

Full PDF

Riferimenti bibliografici

BADA E. (2011), ZARA, Egea, Milano.

BOOMS B.H., BITNER M.J. (1981), Marketing strategies and organizational structures for service firms, in Marketing of services, in Donnelly J.H., George W.R, American Marketing Association, Wiley, New York.

BORDEN N.H. (1964), The concept of the marketing mix, Journal of Advertising Research, June, vol. 2 n. 4, pp. 2-7.

CLIFFORD S., ALDERMAN L. (2011), A New American Invasion, New York Times, June 26th.

CONSTANTINIDES E. (2006), The marketing mix revisited: towards the 21st century marketing, Journal of Marketing Management, n. 22, pp. 407-438.

CRAIG A., JONES C., NIETO M. (2004), ZARA: Fashion Follower, Industry Leader Business of Fashion, Case Study Competition, Philadelphia University, Philadelphia.

DOYLE P. (1994), Marketing management and strategy, Prentice Hall, New York.

ENGLISH J. (2000), The four Ps of marketing are dead, Marketing Health Services, vol. 20, n. 2, pp. 20-23.

FERRARESI M., SCHMITT B.H. (2006), Marketing Esperienziale, Franco Angeli, Milano.

FOSSATI A. (2010), Nuovi modelli di business: il prosumer producer-consumer, in Scotti E., Sica R., Community Management, Processi informali, social networking e tecnologie Web 2.0 per la gestione della conoscenza nelle organizzazioni, Apogeo, Milano.

GLASER B., STRAUSS A. (1967), The discovery of grounded theory, Aldine, Chicago.

GOLINELLI G.M., BARILE S. (2003), Riduzionismo vs. olismo nelle decisioni di governo dellimpresa: una rilettura del marketing management, atti del Convegno Le tendenze del marketing, Venezia.

GREWAL D., LEVY M., KUMAR V. (2009), Customer experience management in retailing: An Organising Framework, Journal of Retailing, vol. 3, n. 21, pp. 73-88.

GRNROOS C. (1994), Quo vadis Marketing? Toward a relationship marketing paradigm, Journal of marketing management, n. 10, pp. 347-360.

GUMMESSON E. (1994), Making relationships marketing operational, International Journal of Service Industry Management, vol. 5, n. 5, pp. 5-20.

HEALY M., HASTINGS K., BROWN L., GARDINER M. (2001), The old, the new and the complicated. A trilogy of marketing relationships, European Journal of Marketing, vol. 35, n. 1-2, pp. 182-193.

INVERNIZZI E., ROMENTI S. (2010), Strategic communication and decision-making processes: toward the communication oriented organization, Mimeo, Milano.

MCCARTHY E.J. (1964), Basic Marketing, A Managerial Approach, Homewood, Ill., R.D. Irwin.

MEYER C., SCHWAGER A. (2007), Understanding customer experience, Harvard Business Review, October.

PELLEGRINI D. (2001), Channel Equity, Egea, Milano.

PELLEGRINI L. (1999), Funzioni commerciali: nuovo baricentro strategico nel sistema del valore dei mercati al consumo, Industria e Distribuzione, n. 0.

PINE J.B., GILMORE J. (2000), Leconomia delle esperienze. Oltre il Servizio, Etas, Milano.

RAFIQ M., AHMED P.K. (1995), The marketing mix reconsidered, Proceedings of the Marketing Conference, Salford, pp. 439-51.

SCHMITT B. (1999), Experiential marketing, Journal of marketing Management, vol. 15, n. 1-3, pp. 53-67.

SCHMITT B. (2010), Customer experience management, Wiley, New York.

STRAUSS A. CORBIN J., (1990), Grounded theory research: procedures, canons and evaluative criteria, Zeitschrift fur Soziologie, vol. 19, n. 6, pp. 418-427.

VIGNALI C., DAVIES, B.J. (1994), The marketing mix redefined and mapped, Introducing the MIXMAP model, Management Decision, vol. 32, n. 8, pp. 11-16.

YUDELSON J. (1999), Adapting McCarthys four Ps for the Twenty first century, Journal of Marketing Education, vol. 21, n. 1, pp. 60-76.