Marketing channel strategy
著者
書誌事項
Marketing channel strategy
Routledge, 2016, c2015
8th ed., global ed
- : pbk
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注記
First published: Person education, 2015
Includes bibliographical references and indexes
内容説明・目次
内容説明
For advanced undergraduate and/or graduate-level courses in Distribution Channels, Marketing Channels or Marketing Systems.
Marketing Channel Strategy shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.
This program will provide a better teaching and learning experience-for you and your students. Here's how:
Bring Concepts to Life with a Global Perspective: Varied topics are covered, bringing in findings, practice, and viewpoints from multiple disciplines.
Teach Marketing Channels in a More Flexible Manner: Chapters are organized in a modular format, may be read in any order, and re-organized.
Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.
目次
Part I: Introduction 1. Understanding Channel Strategies Part II: Designing Channel Strategies 2. End-User Analysis: Segmenting and Targeting 3. Channel Analysis: Auditing Marketing Channels 4. Make-or-Buy Channel Analysis 5. Designing Channel Structures and Strategies Part III: Channel Structures and Strategies 6. Retailing Structures and Strategies 7. Wholesaling Structures and Strategies 8. Franchising Structures and Strategies 9. Emerging Channel Structures and Strategies Part IV: Implementing Channel Strategies 10. Managing Channel Power 11. Managing Channel Conflict 12. Managing Channel Relationships 13. Managing Channel Policies and Legalities 14. Managing Channel Logistics
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