Pricing Policies & Promotional Strategy: The Third Pillar of Online Sales Control

Brands in the online marketplace era should first level-set their channel management strategy to mitigate online disruption and best position themselves to be able to govern the online marketplace channel. Brands must have the requisite foundation and processes to enable efficient, effective and legally grounded enforcement against unauthorized sellers. Next, brands must carefully align their pricing and promotional strategies so as to prevent profitable growth across the online marketplace and broader omni-landscape.



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