Marketing channels
著者
書誌事項
Marketing channels
Wiley, c1996
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This book has a strategic emphasis that focuses on decision making in a changing environment. It presents the latest developments in channels management, including: electronic data interchange, relationship marketing, customer service, wholesaler contacts, parallel importing, legal areas, product recall, recycling, hub-and-spoke distribution, and slotting allowance.
目次
AN OVERVIEW OF MARKETING CHANNELS. Marketing Channels: An Introduction. The Channel Environment. MAJOR CHANNEL MEMBERS. Retail Channel Members. Wholesale Channel Members. CHANNEL MANAGEMENT AND THE MARKETING MIX. Relationship Marketing and Customer Service. Physical Distribution Strategy in Channels. Market Research and Information Systems in Channels. Product Management Strategy in Channels. Pricing Strategy in Channels. Promotion Strategy in Channels. CHANNEL PLANNING, COORDINATION, AND ORGANIZATION. Channel Design and Selection. Administrative Structures in Marketing Channels. Channel Power: Conflict and Cooperation. Channels for Services and International Marketing. CHANNEL ASSESSMENT AND CONTROL. Evaluation of Channels. Appendices. Indexes.
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