International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

Strategic Management of Channels of Distribution and Integrated Marketing Communications: Essay on the Scotch Whisky Industry
R. Aaron Dow, Sungwoo Jung

Abstract
In this 21st centry competition no longer comes from the street. Scotch whisky industry, more than 1500 years old business, has been experiencing rapid growth, mostly due to strong global demand. This paper introduces brief history of Scotch whisky industry, and then analyzes the marketing channels including domestic and international market as well as on and off premise locations. Also integrated marketing communication issues of advertising, sales promotion, word-of-mouth, and guerrilla marketing has been analyzed. Managerial implications are also provided at the end of each chapter.

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