リテールおよびチャンネル・マーケティング Retail and Channel Marketing

リテールおよびチャンネル・マーケティング<br>Retail and Channel Marketing

リテールおよびチャンネル・マーケティング
Retail and Channel Marketing

Castaldo, Sandro/ Grosso, Monica/ Premazzi, Katia

Edward Elgar Pub（2013/08発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 261 p.
言語 ENG
商品コード 9781782546207
DDC分類 380

Full Description

This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors' and the manufacturers' perspectives.Retail trends, marketing and innovation, e-commerce, channel marketing and multi-channel management, are comprehensively covered, alongside theoretical and managerial issues. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing.Key features:* Managerial examples through short practical cases* Theoretical insights in boxes for further investigation* Main research evidences highlighted in a chapter summary* Questions that can be used to promote discussion or set as an assignment* Specified learning objectives* Detailed glossaryThis detailed text is ideal for courses introducing the channel and retail marketing domain to graduate marketing and management programmes.

ContentsMarketing 3. Retail Innovation 4. Retail Branding 5. A Brief History of Retailing Part II: Channel Management 6. Channel Design 7. Channel Marketing 8. E-tailing 9. Multi and Omni-channel Management Bibliography Glossary Index