Vertical Marketing
As a sub-discipline of marketing, vertical marketing deals with the relationship of the manufacturer to downstream economic levels within distribution policy . The entire sales chain is included so that a consistent marketing concept is created that extends to the end customer .
For manufacturers of branded goods in particular , the relationship with the retail trade is of vital importance; vertical marketing is therefore also defined as a "manufacturer's strategy for influencing the retail trade". Vertical marketing in the narrower sense is understood as coordinated, customer-oriented marketing by manufacturers and retailers, while vertical marketing in the broader sense also includes the manufacturer's marketing aimed at retailers.
The importance of this element of the marketing strategy can be seen against the background of a pronounced range of private labels , which make it increasingly difficult for manufacturers to establish manufacturer brands on the market over the long term.
Various concepts have become established over time:
- Key Account Management (since the early 1980s)
- Trade Marketing (since the late 1980s)
- Category Management (since the beginning of the 1990s)
- Efficient Consumer Response (since the mid-1990s).
See also
Sources and individual references
- ↑ "Vertical Marketing" in Gabler Wirtschaftslexikon, 12th edition, Wiesbaden 1988.
- ↑ Vertical Marketing ( Memento of the original from January 21, 2007 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , Seminar WS 2005/06 at the University of Cologne, Prof. Uwe Specht, there 18 ff.
