Marketing Channels : A Management View, International Edition -- Paperback / softback （Internatio）

Marketing Channels : A Management View, International Edition -- Paperback / softback （Internatio）

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  • 製本 Paperback:紙装版/ペーパーバック版
  • 商品コード 9780538477604

Full Description


Marketing Channelsto provide a management focus and managerial framework to the field of marketing channels. Theory, research, and practice are covered thoroughly and blended into a discussion that stresses decision making implications. This new edition reflects global, socio-cultural, environmental, and technological changes that have taken place within the industry.

Contents

Part I1. Marketing Channel Concepts.2. Marketing Channel Participants.3. The Environment of Marketing Channels.4. Behavioral Processes in Marketing Channels.Part II: DEVELOPING THE MARKETING CHANNEL.5. Strategy in Marketing Channels.6. Designing Marketing Channels.7. Selecting Channel Partners.8. Target Markets and Channel Design Strategy.Part III: MANAGING MARKETING CHANNELS.9. Motivating the Channel Members.10. Product Issues in Channel Management.11. Pricing Issues in Channel Management.12. Promotion in Marketing Channels.13. Logistics and Supply Chain Management in Marketing Channels.14. Evaluating Channel Member Performance.15. Online Channel Systems and Management.16. Franchise Marketing Channels.17. Marketing Channels for Services.18. Global Marketing Channels.Part V: CASES.