11-m odule. SA L E S P O L IC Y .................................................................................................... 230 11.1. Trade theory and its developm ent......................................................................... 230 11.2. Factors shaping retail and wholesale trade, intermediary selection and
sales network...............................................................................................................233 11.3. Planning activities to accelerate the sale o f merchandising g o o d s 241 11.4. Sales policy and trends in its development....................................................... 245 12-m odule. C O M M U N IC A T IO N P O L IC Y ..........................................................................251 12.1. The role o f communication in creating demand and stimulating sales 251 12.2. Socio-econom ic significance and essence o f sales and advertising 259 12.3. Methods o f influencing custom ers........................................................................ 264 12.4. Marketing communications com plex................................................................... 266 13-m odule. IN T E R A C T IV E M A R K E T IN G ........................................................................ 270 13.1. The essence o f interactive marketing................................................................... 270 13.2. Interactive marketing: advantages and disadvantages..................................... 273 13.3. How to organize interactive marketing................................................................275 13.4. E-Marketing................................................................................................................ 277 TESTS........................................................................................................................ 288
