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The role of promotion in supply-chain management

Author

Listed:
  • Laric, Michael V.
  • Lynagh, Peter M.

Abstract

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.

Suggested Citation

  • Laric, Michael V. & Lynagh, Peter M., 2009. "The role of promotion in supply-chain management," 50th Annual Transportation Research Forum, Portland, Oregon, March 16-18, 2009 207594, Transportation Research Forum.
    • Handle: RePEc:ags:ndtr09:207594
    DOI: 10.22004/ag.econ.207594
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