Marketing channel development and management
著者
書誌事項
Marketing channel development and management
Quorum Books, 1992
大学図書館所蔵 全30件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references: p. [267]-271
Includes index
内容説明・目次
内容説明
Managing the entire environment in which products are conceived, manufactured, transported, stored, marketed, sold, and consumed is the marketing channel orientation to marketing management. Marketing managers will not perform product development and manufacturing functions, but they must be a part of the planning that controls these functions in order to reflect the needs of the marketing channel. How to accomplish this important management task is structured step by step in this comprehensive, instructive and practical book devoted to the development and management of the marketing channel. The book starts with a pragmatic approach to the development of a marketing channel structure, the selection and motivation of channel participants and the adoption of management programs and methods to insure the marketing company can reach its objectives with the greatest efficiency. Section One presents the physical distribution and channel structure section. The second section is dedicated to the presentation of creative management methods, skills and systems of analysis. These methods are presented as a way to plan and implement a successful marketing channel management. The primary, full channel, management focus is directed to product and market management. It includes marketing program development, advertising, promotion, marketing planning, pricing strategies and product positioning. People management and methods of motivation embraces all marketing channel members from manufacturers, wholesalers, agents, and retailers to users or consumers.
Special attention is given to key topics such as the management tasks involving the collection and analysis of marketing and sales statistics, forecasting and profit planning methods. Product pricing methods and positioning are also emphasized. Effective alternatives for management action to competitive promotions are directed to all levels of the marketing channel. The special needs of product and market managers, who have accepted broad responsibilities without the authority of position power to accomplish them, are accommodated with the Manager's Authority Profile. This is a method designed to provide these managers with the power to perform without the risk of conflict. The book concludes with what Paul Harvey would call the rest of the story. It is about the rest of the marketing channel participants we identify as competitors. The competitive analysis system presented incorporates an outline for the development of a unique competitive profile. It also offers a new competitive market share analysis process. This book is intended to be a complete marketing management reference for the development of physical distribution with the creation and management of marketing programs for the entire marketing channel.
目次
Physical Elements of Marketing Channel Development Marketing Channel Overview Marketing Channel Participants and Their Functions Marketing Channel Structure Channel Participants and Physical Distribution Market Characteristics and Channel Management Product And Market Management Actions and Options Organizing to Manage the Marketing Channel Responsibility Effectiveness without Authority Working with Sales and Marketing Statistics Forecasting Sales and Market Share Managing Products--Managing Markets Managing Product Issues Managing Pricing Issues Creating and Managing Marketing Programs Legal Issues In Channel Management The Marketing Channel Planning Process Competitive Analysis
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