HOW ANHEUSER-BUSCH INBEV IMPROVE MARKETING CHANNEL: A CASE STUDY OF FUJIAN PROVINCE IN CHINA
Journal Title: Topics in Economics, Business and Management (EBM) - Year 2017, Vol 1, Issue 1
Abstract
Marketing channel, a key section and foundation of sales, can be improved by the continuous efforts of the enterprise. To investigate the detail measures of improving marketing channel, taking Anheuser-Busch InBev ( AB InBev) as the subject to analyze the statue quo of its market performance, and raise the problems including unsatisfactory segmentation in the sales channel, poor management of terminal channels, not close cooperation among offline channels, failure in constructing corporate image and so on. Finally corresponding suggestions to the problems existed are provided
Authors and Affiliations
Shan Shan Wang, Si Min Huang
Keywords
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- EP ID EP413047
- DOI 10.26480/icemi.01.2017.353.355
- Views 39
- Downloads 0
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