RATIONALE FOR THE MARKETING MECHANISM OF RATIONAL DISTRIBUTION NETWORK IN THE BREWING COMPANY
The author formulates and characterizes the main directions and measures to create a marketing mechanism for formation of a rational distribution network in the branch of OJSC "Brewing company" Baltica "-" Baltika-Rostov. "
Keywords: distribution network, customer-oriented approach, CRM-system, customer value, channels of communication, information technology, marketing mechanism.
Marina S. Zheleznyakova, a lecturer, Department "Marketing and Communications in Business", Management Faculty of Southern Federal University.