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Full Description
Knowing your end-customer, how they think, and how they make decisions is crucial for the effective design and management of marketing channels. In this comprehensive and engaging new textbook, Frazier demystifies strategic channel decision-making by emphasizing the basics and using real-world examples from a range of industries to demonstrate how channels of distribution are organized and coordinated. Taking a managerial decision-making approach, students are guided through the text via a range of pedagogical features, including learning objectives and key takeaways, and can test their understanding with end-of-chapter review and discussion questions. Instructors are supported by an extensive suite of online resources, including test bank cartridges, lecture slides, and figures from the book. Every chapter is accompanied by two online case studies, one B2B, one B2C, while the instructor manual brings together teaching tips, links to relevant videos, and sample exam papers, along with model answers to the chapter assessments to assist with class marking.
Contents
Preface; Part I. The World of Channels: 1. Marketing and channels of distribution; 2. End-customer buying behavior and marketing channels; Part II. Channel Structure: 3. Channel organization; 4. Direct, indirect, hybrid, and multiple channels; 5. Franchising; 6. Distributors and retailers; 7. Channel functions; 8. Distribution intensity; 9. Channel contracts and commercial law; Part III. Channel Coordination of Relationships: 10. Channel coordination; 11. Channel power; 12. Channel conflict; 13. Channel motivation; 14. Channel partnerships; Part IV. The End: 15. Conclusion; Index.
